COMU3150 Muhammad Tristan – Gymshark66 Challenge
- PROJECT OVERVIEW
Situation
Ever since the world was hit with COVID-19, people started to think about their overall health. Therefore, some people choose to start exercising more often. Gymshark, a fitness and apparel brand originated from the United Kingdom, started a challenge called the “66 Days I Change Your Life”. This challenge is to promote the idea that it takes people 66 days to change their life. This 66 days event is Gymshark challenging their followers to change their life through developing positive habits, and this challenge also acts as a way to celebrate every goal and step made towards that final goal.
This 66 days challenge can start anytime, and participants are encouraged to stick to three rules that they have made at the start of the challenge. These rules are up to the person and can be anything from sleeping earlier, starting a workout routine, or even as simple as drinking more water each day. Gymshark also encourages participants to share their journey to Instagram, Facebook, Twitter, and TikTok with the hashtag #Gymshark66.
Your Objectives
The campaign will utilise “specific, measurable, achievable, relatable, time-bound” SMART objectives, through this it will assist in tracking and ensuring that the overall goal will be achieved.
- Raise awareness about the promotional tool of Gymshark on TikTok through this challenge by reaching 400 views within two weeks
- To increase the target audiences’ interest on the topic. 50 likes in two weeks
- To have the target audience to engage, specifically leaving comments under the video. 5 comments in two weeks
Target Audience
The content will be shared through UQ’s TikTok account. When analysing their account, the target audience for this campaign are:
Demographic: Users aged 17-22, Students
Geographic: Queensland, Australia
Psychographic: Fitness enthusiast, Gym goers
Behavioural: Uses social media daily, Loves creating content, Outgoing
Tactic
The video will display other content creators that have posted their 66 day challenge as a way for the video to reach the target public and peak their interest. Additionally the #gymshark66 hashtag will be in the caption of the video, together with #gymtok and #goodhabits. Hashtags are important, especially when aiming to reach the masses because it is ‘made searchable by the interface … who have no preexisting follower/followee relationship’ (Geboers & Van De Wiele, 2020). These hashtags will allow users who have previously interacted (created or liked) with content using these hashtags be reached. The hashtags used are relevant to the content being produced because it reflects the messages that are being communicated, which is to develop a healthier lifestyle by implementing healthy habits to their daily life for 66 days.
In order to maximise the effectiveness of this campaign, the content will be published on Thursday 12 PM. This specific time is chosen because the target audience will mostly be free during this time for lunch, therefore will most likely be active on their phones.
Goal
By partaking in this 66 days challenge, users are benefiting from the challenge by having a positive habit that they have successfully implemented in their daily life at the end of the challenge. However, they do not realise that they are becoming a promotional tool for Gymshark by using their products in the videos that they share about their journey, and mentioning Gymshark in their captions for their followers to see. This video aims to make people understand what they are doing and how a challenge such as this could successfully make participants become a promotional tool for Gymshark.
Evaluation Metrics
The effectiveness of the content will be measured through three different measures, which are impressions, reach, and engagement. These measures are used because it measures the overall effectiveness of the campaign (Atherton, 2019).
| Measurement | Focus |
| Impression | Number of times the content is displayed |
| Reach | Number of people who viewed the content |
| Engagement | Number of people that have interacted with the content (comments, likes) |
Lastly, the engagement rate will be calculated by using the formula:
Engagement = Total Engagements / Impressions x 100
Or
Total Engagements / Followers x 100
Video Link
Reference:
Abidin, C. (2021). From “Networked publics” to “refracted publics”: A companion framework for researching “Below the radar” studies. Social Media + Society, 7(1), 205630512098445. https://doi.org/10.1177/2056305120984458
About gymshark. Gymshark Australia. (n.d.). Retrieved August 19, 2022, from https://au.gymshark.com/pages/about-us
Atherton, J. (2020). Social Media Strategy: A practical guide to social media marketing and customer engagement. Kogan Page.
Geboers, M. A., & Van De Wiele, C. T. (2020). Machine Vision and Social Media Images: Why hashtags matter. Social Media + Society, 6(2), 205630512092848. https://doi.org/10.1177/2056305120928485
Landsberg, N. (2022, August 3). Best times to post on TikTok for 2022. Influencer Marketing Hub. Retrieved August 19, 2022, from https://influencermarketinghub.com/best-times-to-post-on-tiktok/
Wernick, A. (1991). Imaging Commodities. In Promotional culture: Advertising, ideology and symbolic expression. essay, Sage Publications.
What is #gymshark66? What Is #Gymshark66? | Gymshark Central. (n.d.). Retrieved August 19, 2022, from https://central.gymshark.com/article/what-is-the-gymshark-66-challenge
66 days: Change your life. 66 Days | Change Your Life | Gymshark Central | Gymshark Central. (n.d.). Retrieved August 19, 2022, from https://central.gymshark.com/article/66-days-change-your-life