VidaFit
Workout Goals: Uplifting the Brand Communication of a Chain of Gyms in KSA
Challenge
Nowadays, with the lazy-busy age domineering over individuals, going to the gym became imperative to people. Most importantly, women in Saudi are keen on being healthy and fit. However, due to their hectic lifestyle, with women entering the workforce in recent years, convenience is a big question when it comes to choosing their go-to fitness center. VidaFit is a women’s fitness center located in Riyadh with 7 branches all across, making it highly accessible. They had all the means necessary to be a state of the art gym including the equipment, trainers, and classes; however, their online presence did not convey their true brand DNA, so they commissioned Blue Hat to help uplift their digital communication and presence.
Intervention
We conducted internal reflection with the client by means of workshops in order to understand the client’s vision and where the brand is meant to go. We conducted a digital scan and total audit of the brand’s presence online. We identified how VidaFit’s current communication wasn’t working to their favor in terms of their online content wasn’t showcasing their unique selling points, their tone of voice is off, and we found that there are many missed opportunities.
We conducted social listening as well, to identify the top inquiries and top complaints from their customers. Following that, we conducted a trend spotting research where we identified social media trends in the industry and beyond. These trends included the power of visual appeal, the hashtag strategy, the digital brand experience, and the importance of engaging in a two-way communication. We also analyzed some of the best practices and deduced some lessons from case studies. In addition to conducting a competitor scan and analysing other players in the industry ad VidaFit.
Results
Our aim was to position VidaFit as the leading fitness center in Riyadh by highlighting its top-notch quality, innovative services and machines, different programs, plans, and their fast workouts. We wanted to build brand awareness by showcase the gym space, machines, classes, and so on, in order to introduce people to VidaFit and focus on its unique selling points through compelling content. Second strategic objective was to have the brand engaging in a two-way conversation by utilizing questions, Instagram stickers, polls, challenges and more to create a community online. This interaction will also help us gather customer feedback and insights, while building brand loyalty. Finally, we wanted to reach the right target audience by launching key ads, daily promoted content and collaborations with micro-influencers to promote the gym throughout Riyadh to your key audience.
After honing the strategic objectives, we went further into defining the brand. We positioned VidaFit as the “hero” personality while focusing on its attributes of being tech and trend-driven, efficient, result-driven and empowering.
In order to address these personas, we started out with defining a visual direction. For the colors, we slightly toned down the initial colors for a more premium and luxurious mood, as we were aiming to resonate better with a slightly older target audience. We set out the anatomy and design guidelines which included powerful, bold, motivation, and dynamic themes. We also provided them with illustrated graphics for the highlights to match the rest of the visual identity. In addition to defining the typography, we created brand and workout inspired branded Giphy stickers to be used on Instagram.
In order to strengthen their digital presence, we also recommended launching a series of online marketing ads, and a newsletter with an aim to reach out to members to promote new classes, share updates, exclusive offers, and more, also to contribute in leads to the gym memberships. We set their main themes and language of communication. Following through with the latter notion, we also set the tone of voice, moderation guidelines and time of publishing.
Check out their uplifted social media channels on: website, Instagram, Twitter, Snapchat, and Facebook.
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