“PEOPLE DO NOT BUY GOODS & SERVICES. THEY BUY RELATIONS, STORIES & MAGIC.”
‘FIND YOUR REASON’ FITBIT AND THE POWER OF A GREAT SUCCESS STORY
–SETH GODIN
about Sandile. He had lost the use of both legs in a motorcycle accident, and after realizing that he needed to take his health more seriously in the wake of it, his life took an incredible turn. Linnea’s story is just as impactful. Her stress levels were causing her mental and physical health to deteriorate, and only by adding exercise to her schedule was she able to find some level of peace. Each of these stories from people around the world highlights their determination to change their lives, with the Fitbit at the center of that journey. The “Find Your Reason” campaign ultimately succeeds because it ties Fitbit customers more personally to their product. If you’re looking for the next great marketing tool for your company, why not take a page from Fitbit’s playbook and create a success story campaign of your own? You might find that your customers are more than willing to share their positive experiences with your product both with you and with others who might eventually become customers themselves.
Few marketing tools will benefit a business more than a great success story from one of their clients or customers using their product. That said, few companies have employed this tool more effectively than Fitbit. For 10 years leading up to 2017, the company gathered thousands of stories submitted by Fitbit users about their inspiring fitness journeys. Then, Fitbit shared a handful of these stories with the world as a part of their “Find Your Reason” campaign. The “Find Your Reason” campaign told real stories from real people as they dramatically improved their fitness and their lives through sheer willpower — with a little help from Fitbit. The stories were published in the form of minidocumentaries, showcasing some of the most inspiring stories from Fitbit users. They captured the emotions of viewers with professional scoring and editing as well as the content itself. One such story was by Rachel, who lost 79 pounds and got her diabetes under control. She had tried and failed to do that for 13 years. Another story was
“NOTHING STICKS IN YOUR HEAD BETTER THAN A STORY. STORIES CAN EXPRESS THE MOST COMPLICATED IDEAS IN THE MOST DIGESTIBLE WAYS.”
–SAM BALTER, SR. MARKETING MANAGER OF PODCASTS, HUBSSPOT
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