PAIGE VANDERLEEST

In 2023, Planet Fitness partnered with BarkleyOKRP to declare Megan Thee Stallion "Mother Fitness" in their New Year's Eve campaign.

​

As Social Supervisor, I led the social workstream across the campaign by overseeing strategy and execution to ensure social played a meaningful role in the broader brand rollout. My team and I worked on everything from influencer integration to merchandise to securing licensing approval for Megan’s music on TikTok.

​

We also developed a #hashtag dance challenge and created organic and paid social concepts designed to extend the campaign across platforms while complementing the larger brand ecosystem spanning TV, OLV, digital, display, and OOH.

 

We weren't the only ones who loved this campaign; it went on to earn a Bronze at the Clio Awards.