PAIGE VANDERLEEST
Nye live social | PLANET FITNESS
New Year's Eve is Planet Fitness' Super Bowl. It's the biggest night of the year for the brand by and large. For New Year's Eve 2023, I joined Planet Fitness on the ground in Times Square to capture live social content for IG stories and TikTok. We worked with Ricky Pinella, the TikTok creator behind @boporflopshow, to capture interviews with revelers on the ground. Organic social impressions topped 2.3M on New Year's Eve content and we landed an organic celeb mention for a strong start to 2023.
In addition to live social on the night of New Year's Eve, our social strategy also included the following:
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A community management strategy to tackle an influx of mentions on the night of New Year's Eve
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Creator content to support our partnership with Grubhub on New Year's Day
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Two interactive AI effects for Instagram, TikTok and Snapchat
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An updated chatbot to field user questions during holiday hours
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Giphy stickers for Instagram Stories and Snapchat
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Custom profile photos and banners for the holiday
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A chatbot integration on Facebook Messenger to field user questions during holiday closures
Man-on-the-Ground TikTok Content
Hang-Offer Influencer Content
Planet Fitness partnered with GrubHub to support holiday recoveries across America. People who signed up for a Planet Fitness Membership between December 29 and January 2 received GrubHub+ free for 6 months. Members enjoyed $0 delivery fees on eligible orders, including the grub needed to cure their low-energy holiday hangovers.
We partnered with 7 TikTok creators across different niches to help support our messaging throughout New Year's Eve and into January. Creator content earned nearly 20M impressions and 167k total engagements stacking up to a 3.83% engagement rate.
More Planet Fitness Organic Social Content
Sarah Silverman Real-Time Moment
TikTok Teaser
Giphy Stickers for IG Stories and Snapchat UGC
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AR Effect
Giphys for Community Management Responses
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