DAVID LLOYD CLUBS: WELLNESS PLEDGE
THE CHANGE THEY
NEEDED TO MAKE
David Lloyds wanted to cut through the new-year-new-me noise during the saturated month in January following the holiday season. Through the immense pressure of post-holiday dieting, negative shaming, and ‘quick fix’ culture, M&C Saatchi Talk worked to position David Lloyd away from immense pressures for fitness which leads to fad ‘quick fixes’ and negative shaming.
THE conversation we created
We created a Fitness Fad Report: an in-depth research piece around fitness quick fixes which investigated why Brits fall for these ineffective fads, and the impact they have on long-term health. David Lloyd took a Wellness Pledge, this was created to encourage the nation to say no to fitness fads and yes to a lifetime of wellness. It also called on the fitness industry to follow us in advertising responsibly. We partnered with TV personality and Actress, Nadia Sawalha, to launch the Fad Fitness report and Wellness Pledge. As an ambassador for exercising to be healthy and have fun, and saying no to quick fixes, Nadia was the ideal individual to front our campaign, and authentically tell our messaging.
the change made
The campaign reached 3 national publications with a total of 131 pieces of coverage across the period. On social media, there was a total of 454,572+ reach across Facebook, Instagram, and Twitter.
>109m
earned PR reach
352%
increase in earned media coverage vs KPI
455k
organic social reach across full campaign
2.5%
engagement rate across full campaign