Friskis&Svettis wanted more people to visit their gyms and keep their existing customers. Since they’re owned by their members, it was a natural move to let them be the campaign to inspire others to join. This allowed us not just to tell the public about Friskis&Svettis, it also built loyalty among existing members, really making them part of the organization and spokespersons in all communication. It also made the campaign into a unique cross-platform campaign that lived longer than the planned five weeks. Members keep on taking and sharing pictures, and the campaign is still alive and kicking!

More than 2.000 tagged pictures generated over 55.000 likes and 4.000 comments. And the pictures were displayed over 8.3 million times. (On April 20th, more than 3100 pics, 83000 likes, 6100 comments,12,5 million displays) #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 shared pics of the billboards and ads. With that and sharing from the campaign site and Instagram to Facebook and Twitter, this campaign travelled way beyond Stockholm. And for now, Friskis&Svettis cant sell more gym cards, they’re at their full capacity.