Our strategy for this new year was to leverage a unique partnership with the 2017 Instagrammer of the Year, @itsdougthepug.
Our sequential storytelling followed Doug as he received a Planet Fitness membership, celebrated his NYE, felt hungover, and finally, got back in the swing of things and joined Planet Fitness.
By partnering with Doug the Pug, we tapped into his massive scale (3.2M followers) and highly engaged audience, but we also found a partner who was truly a perfect match with the Planet Fitness core values. With such a timely and well-aligned partnership in place we were able to create a dozen pieces of content across Planet Fitness-owned properties, as well as Doug the Pug's primary channels, that drove some of the strongest performances of all time for both our team and Doug’s. With the goal of creating highly engaging content at a time of immense external competition, the numbers surrounding our partnership with Doug the Pug truly speak for themselves.
jump in volume of brand mentions on social media compared to the same time last year
total views, making it the all-time top-performing post by @itsdougthepug