THIS SOCIAL MEDIA STRATEGY IN THE SPOTLIGHT Made a Fitness Clothing Brand Synonymous With Health
Founded in 2012, Gymshark generated $128 million in annual sales in just six years, making it one of the fastest-growing companies in the world. Gymshark achieved its staggering success by pairing stylish, quality workout clothing with a clever marketing strategy that utilizes social media influencers. Gymshark currently has over 4.2 million followers on Instagram, 255,000 followers on Twitter, and 1.7 million followers on Facebook. Any company can change their social media handle during a pandemic. What makes Gymshark’s strategy remarkable is that they didn’t just “tweet the tweet” by reminding followers to stay home on social media. The clothing brand made it easier for their fitness-enthusiast followers to stay home while staying fit by posting free home-workout videos online. Gymshark also aimed to help combat COVID-19. For every post-workout photo posted to social media with #NHSSweatySelfie, Gymshark donated £5 to
A company that sells workout clothes to people who want to look good while at the gym will tend to profit more when folks are actually going to the gym. However, when the COVID-19 pandemic swept around the world, Gymshark Ltd, a United Kingdom-based fitness clothing brand, was on the social media front lines, encouraging their followers to stay safe by staying home. On March 27, Gymshark changed its various social media handles to “Homeshark.” The change came with a tweet explaining why: “We changed our name to Homeshark, ‘cause some of you needed reminding to stay home.” On Instagram, a screenshot of the tweet was shared to the brand’s account with the caption, “This ain’t no joke. Stay safe, Gymshark fam.” This was a bold move. Suddenly changing your company’s social media handles risks appearing unreliable. However, Gymshark has always been extremely social media savvy. KEEP UP With Our If you’re looking for more great content — like what you’re reading in this newsletter — to drive your business forward, take a look at these articles on our blog. 3 Business Growth Strategies To Steal From Amazon Newsletterpro.com/business-growth-strategies/ How Prioritization Leads To Growth And Clarity In Your Business Newsletterpro.com/prioritization-leads-to- growth/ What Four Legendary Presidents Can Teach You About Leadership Newsletterpro.com/legendary-presidents- leadership/ How An Idaho Nonprofit Is making A World Of Difference Newsletterpro.com/idaho-nonprofit- difference/ BEST POSTS
United Kingdom’s National Health Service with a goal to donate £175,000.
Changing their name to Homeshark might not have convinced all of Gymshark’s followers to stay home during the pandemic, but it highlighted the brand’s commitment to health and safety. The social media strategy cemented Gymshark’s status not just as a fashionable clothing brand but also as a company that genuinely cares about the health of its customers. That’s the kind of goodwill that lasts for years to come.
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