Our mission was to create a campaign on behalf of 16 branches of Friskis&Svettis in Stockholm, to get more people to discover the various forms of exercise at Friskis&Svettis.

Friskis&Svettis is owned by its members, and everyone involved in the gym/health club - from instructors to the people in the reception - are members who are passionate about their club.

Nowdays, everybody bring their phone while working out. So they already had the tools, we only gave them a push in creating their own cross platform campaign that - with their own photos - showed the public Friskis&Svettis different facilities, their various forms of exercise, all the different people working out at the gyms and, last but not least, the members' passion for Friskis&Svettis.

First, we called on the Friskis&Svettis members - with posters and flyers in the gyms, and banners on each of the 16 bransches Facebook-pages - to work out, photograph and tag their pics on Instagram with #friskissthlm, and by doing so; become a part of the campaign around Stockholm.

About four weeks later, we used the best of the then more than 2000 tagged photos on series of adshels (all 60 adshels around Stockholm had a unique picture), print ads in local newspapers (each of the 16 local branches used a photo taken by a member at their facility), and posters in subway stations and public transport around Stockholm.

On the campaign site www.fssthlm.se, visitors could see all of the tagged pictures and make their own digital campaign with their favorite pic, and share it on Facebook, Twitter and Pinterest, or simply save the pic on their computer or phone.

More than 2.000 tagged pictures generated over 55.000 of likes and over 4.000 comments (still, more pictures, likes and comments are added every day). Based on the average Instagram user participating, the pictures were displayed over 8.3 million times.

#friskissthlm became the third most popular Friskis&Svettis-thread in only a month. Many pictures made it to the list of Instagram’s most popular. Members also photographed and shared pictures of the billboards and ads which added to further exposure. With that and sharing from the campaign site and Instagram to Facebook and Twitter, this campaign travelled way beyond the borders of Stockholm.

(On March 27th, there are more than 2800 pics, 80000 likes, 6000 comments and the pics have been displayed more than 12 million times)