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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:

  • A community management strategy to tackle an influx of mentions on the night of New Year's Eve

  • Creator content to support our partnership with Grubhub on New Year's Day

  • Two interactive AI effects for Instagram, TikTok and Snapchat

  • An updated chatbot to field user questions during holiday hours 

  • Giphy stickers for Instagram Stories and Snapchat

  • Custom profile photos and banners for the holiday 

  • 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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