By connecting with Hong Kong foodies through their culinary passion on Instagram, we could quickly respond to them with a calorie count of their meals and free workout trials tailored to burn those very meals. All we did was track them on the same social platform where they had posted their favourite foods, and communicate our offer to them via their own food shots, on their own mobile devices. We got them to see their meals as we wanted them to: calories to be burned off at Fitness First Hong Kong.

Within the first week, sign-ups for free trials increased by more than 6 times the monthly average. Many food lovers even started adding #BurnThisMeal to their Instagram food pix to request for free workouts, making it a popular trending hashtag. To date, we had posted enough customised mobile vouchers to burn over a million calories. The campaign also picked up online buzz.

With no app, no ad and practically zero media spend, ROI for this on-going campaign is still on the rise. More important, in a food-crazy city, we had foodies working out at Fitness First Hong Kong.