Sweaty Betty: Raising The Barre (sorry).

0 Comments

What happens at the beginning of the year? We all go on diet and take up a new fitness regime. And that requires new clothes and kit - but that's expensive. So are the classes.

Sweaty Betty get it. Now, their consumers do have disposable income (even in this climate) but they are starting to be more cautious and considered about where they spend it.

The fitness apparel brand and retailer address this and, in my opinion, overcome it beautifully with their current 'Get Fit 4 Free' campaign.

'Meet Me At The Barre' is the latest sub-campaign in Get Fit 4 Free which is in collaboration with Barrecore (a fitness franchise like Zumba). Barrecore is the new fitness craze – ballet/ yoga/ pilates. Go in-store in February/ March and try a free class. Can't make it in-store? No problem, try the class out online and follow a virtual instructor.

The range of kit on offer to accompany Barrecore and the adult ballet fitness craze is simply stunning too.

Activate this so that everyone who attends a class is entered into a prize draw to win a pair to tickets to an English National Ballet production and a prompt to share a photo of your class or tag yourselves in an album on Facebook and now we're really getting some traction! They're totally owning #meetmeatthebarre n'all on twitter.

What I really love about this is that everyone wins - once you've tried a class, you're more likely to sign-up. And once you've found a new path to fitness, you need new kit! Consumer gets a positive brand experience and the brands get new consumers.

Well played Sweaty Betty!

By Michaela MacIntyre @mich_maci

About Post Author

Unknown

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus.