To launch the Fitbit Ionic, a high tech piece of kit, we needed to infiltrate the tech community and leverage their influence to drive pre-sales for the product. This community of social influencers have a reputation for being brutally honest. Their reviews can make or break sales forecasts. Fitbit were taking on the big brands who already had relationships with prominent unboxers. We needed to show Fitbit’s device in a way that excited this community.

Fitbit’s products traditionally appeal to a female audience who have a more casual attitude to exercise. The Ionic was an innovation in health and fitness wearables for people who take their fitness seriously and rely heavily on data and accuracy of the technology. To leverage Fitbit’s credentials in this space we needed to infiltrate the tech community who were bitterly honest about these kinds of products. They only get involved with brands they have respect for.

This strategy also presented a challenge as videos from tech bloggers are generally pretty dull and the unboxers themselves aren’t the pinnacle of health.

Views on the video were as extreme as our idea. We received 5,500,426 views on the unboxing, five times our stated KPI. Across the social web people spent 7,516,666 minutes with Supersaf and Fitbit. To put that in context, Fitbit’s most recent product launch video resulted in just 185,456 minutes watched. People enjoyed Supersaf’s unusual take on a traditional unboxing video so much that even in the hostile environment of YouTube, 100% of the video comments were positive - a first for Saf and Fibit!

The awareness created evolved into intent with Google searches for Fitbit spiking in the week after the launch.

This positive intent generated alongside our credible source translated into commercial success. The Ionic was Fitbit’s most successful online pre-sales launch ever.

As an added bonus Supersaf’s YouTube community grew by 12% to 934,160 subscribers.