Universal wanted to reinvigorate the fitness DVD market and re-engage women aged 18-25 ahead of the launch of Charlotte Crosby’s 3 Minute Belly Blitz. Fitness DVDs had struggled to deliver the national visibility crucial to sales. The new year fitness market meant activity had to land within the two weeks after Christmas to capture sales.

Our background in journalism meant we knew content would be key delivering an attention-grabbing call-to-action. We also knew our target audience consumed their content primarily via online and social media, so we created a campaign that focused on those channels. 

We created a bank of content to flood print and online press for the duration of our campaign, led by a stunt that projected an image of the DVD cover onto Big Ben. This was underpinned by front page interviews in every women’s consumer title and national broadcast opportunities. All content was shared by Charlotte on her social media channels, engaging her 1m followers, and delivering a completely integrated campaign.

We seeded further content that delivered prominent media coverage for 11 days in a row and in-store signings that generated additional material for online titles to continue to drive momentum, post-launch.

The DVD became the fastest selling fitness DVD ever, the biggest seller for 15 years and has now sold over 500,000 copies. The Big Ben stunt was shortlisted for the British Association for Screen Entertainment’s Marketing Initiative For Special Interest award.

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