Project Overview: Sense4FIT is a Web3 Fit2Earn Lifestyle app built on the Elrond blockchain, that combines fitness, nutrition, personal development, and mindfulness with game-fi elements.
Their unique 'FIT to EARN' ecosystem empowers individuals to evolve into better versions of themselves while being rewarded for their achievements.
As a key member for 9 months of the in-house digital marketing team at Sense4FIT, I played a pivotal role in refining and strengthening their online presence.
Through strategic brand awareness initiatives, I crafted a compelling narrative that deeply resonates with our audience.
My Role in the Sense4FIT Team
Responsibilities
➤ Content Creation and Management
➤ Developing and Implementing Digital Marketing Strategies
➤ Social Media Management
➤ Campaigns Support and Copywriting
➤ Email Marketing
➤ Analytics and Reporting
➤ Multimedia Transformation
Challenge
Defining the Right Social Media Approach and Crafting Compelling Content Strategy
Upon my arrival at Sense4FIT, it became evident that the company faced challenges in building its online presence on social media platforms. The absence of a well-defined strategy and engaging content hindered the achievement of our marketing goals.
The task at hand involved pinpointing the most effective social media channels for our target audience and formulating a content strategy that would resonate with users, ultimately driving brand awareness and generating leads.
The challenge was twofold: first, identifying the optimal social media channels to connect with our audience, and second, developing a content plan that not only filled the existing gaps but also aligned with our overarching marketing objectives. Addressing these challenges required a strategic approach to ensure that our digital marketing efforts were both targeted and compelling.
Objectives
Brand Awareness
Our primary focus in building brand awareness was to captivate our audience through strategic utilization of social media channels. The objective was not just to be noticed but to establish Sense4FIT as the home for fitness and nutrition within our country.
Generating Leads
To fuel the growth of Sense4FIT, we strategically devised and executed diverse campaigns, complemented by targeted content creation. The overarching goal was to not only sustain interest but also to actively guide prospects toward becoming valuable leads. This involves generating leads not only for the Sense4FIT app but also for upcoming events and the physical gym.
Building an Authentic Community
In pursuit of elevating brand awareness and generating leads, my second objective was to cultivate an organic and authentic community deeply connected to Sense4FIT's overarching vision and mission. The aim was to foster a dynamic space where individuals, passionate about fitness, nutrition, personal development, and mindfulness, could come together to share experiences, insights, and achievements.
Responsibilities
Content Creation and Management
In my role within the in-house digital marketing team, I took on the dynamic task of crafting compelling content tailored to an expansive range of social media platforms, write & adjust copy for every platform.
From the concise character limits of Twitter to the visually rich landscapes of Instagram and the engaging short-form content on TikTok, each post underwent meticulous resizing for optimal visibility and impact.
I didn't stop at static posts; I transformed video podcasts into versatile formats, including audio and text-only variations, ensuring our content resonated across different platforms and user preferences while also managing content calendars for consistent brand messaging.
My collaboration extended beyond content creation and I actively participated in on-field video recording.
Sense4FIT Instagram Account
Instagram posts
Instagram stories
Facebook, Twitter & Telegram posts
Social Media posts & Emails campaign calendar
Social Media Calendar
Medium Article
IG Reels, Facebook & Youtube Shorts, Telegram posts
IG Reels, Facebook & Youtube Shorts, Telegram posts
Developing and Implementing Digital Marketing Strategies
We used most of the time the influencer marketing strategy. I collaborated with influential figures in the fitness and nutrition space to co-create compelling content, amplifying Sense4FIT's message across diverse channels.
Conducting thorough market research was a cornerstone of our strategy, allowing us to model success and enhance authenticity. By analyzing top-performing posts from creators who are competing with us in our niche, we gained valuable insights into crafting our content with effective hooks, optimal video length, impactful hashtags, relevant topics, and engaging descriptions, making them even better.
With a dedicated focus on videos, reels, and static posts, I utilized industry-standard tools such as Adobe Premiere Pro, Adobe Photoshop, and XD. These tools were instrumental in not only refining our content but also ensuring its visual appeal and alignment with our brand identity.
The strategic use of these tools was aimed not only at elevating brand awareness but also at cultivating an organic and authentic community.
This comprehensive approach, grounded in collaboration, research, and skilled execution, played a pivotal role in shaping a digital presence that resonated with our target audience and fostered meaningful community engagement.
Social Media Management
As part of my responsibilities, I actively managed and meticulously optimized various social media profiles to not only establish but continually enhance the brand's online presence.
I consistently monitored and analyzed social media performance metrics. This involved a deep dive into engagement rates, reach, impressions, and conversion data, allowing for data-driven adjustments and improvements.
Additionally, I stayed up to date on the ever-evolving social media landscape by keeping an eye on emerging trends and promptly adapting strategies to align with the latest platform algorithm changes.
This proactive approach ensured that the brand's social media efforts remained not only current but also ahead of industry trends, contributing to sustained growth and relevance in the digital space.
Campaigns Support and Copywriting
My role in this campaign was to create and post engaging content across all social media channels, utilizing the resources provided by my team and the video department to promote the event according to the strategy crafted by our team.
Additionally, I conducted market research involving over 200 personal trainers and influencers to facilitate partnerships for our company, leveraging their expertise to support classes, workshops, and individuals attending the Sense4FIT Summit.
Collaborating with fitness experts and influencers, such as Dani Otil, Julio Papi, and Leo Frincu, and leveraging partnerships with brands like Decathlon and Garmin, significantly enhanced the campaign's reach and credibility. The inclusion of a pool of rewards further contributed to capturing attention.
Throughout the campaign, I monitored key metrics, including responses to event attendance, reach, social media engagement, conversion rates, and online mentions. This proactive approach allowed us to gauge the campaign's effectiveness and achieve our goal.
The company's primary campaign revolved around the preparation for the main event of the year: Sense4FIT Summit 2023, which took place on June 17th. This one-day event brought together over 20 fitness experts, showcased 7 fitness styles, hosted 6 workshops, and featured 14 training classes.The sports festival attracted over 1000 participants who celebrated active movements alongside world-class coaches and renowned fitness experts from our country and beyond and much more. This event played a crucial role in the company's awareness strategy.
The campaign duration spanned two and a half months, and we began intensive promotion of this sports festival in April.
The main challenge addressed was the lack of awareness regarding the Sense4FIT app and its associated benefits, including joining a community that shares a vision of an active lifestyle and good health.
The objective was to gather at least 1000 individuals who aspire to lead an active lifestyle and seek support from experts and master trainers in fitness, wellness, and mindfulness.
The ultimate goal of the campaign was to position Sense4FIT as the ultimate fitness home, demonstrating how individuals can obtain maximum benefits and maintain a healthy lifestyle, supported by fitness experts and coaches through the Sense4FIT app and in-person training at Sense4FIT gyms.
Their target audience is primarily individuals aged 18-45, both young adults and middle-aged individuals who actively seek a healthier lifestyle.
The gender representation is diverse, appealing to both males and females.
The targeted locations include urban and suburban areas in Bucharest.
Their audience's interests are diverse and include individuals passionate about fitness, such as gym-goers, runners, and participants in various sports activities. Additionally, the campaign targets those interested in overall well-being, emphasizing physical fitness, mental health, and wellness. Moreover, it appeals to individuals who value community connections, seeking like-minded individuals to share their fitness goals.
The goals of this audience include aspiring to lead an active and healthy lifestyle, engaging in regular exercise routines and wellness practices. They are looking to enhance their fitness skills, explore new sports, and deepen their knowledge through workshops and classes. The campaign also aims to address the need for opportunities to connect with a community of fitness enthusiasts, coaches, and experts.
The identified frustrations among this audience involve feelings of disconnection or a lack of support in their fitness journey, both digitally and in-person. Additionally, they face challenges in finding reliable fitness information, expert guidance, and community events.
Their main competitors include STEPN, SweatCoin, World Class, and Les Mills.
Social media channels used for this campaign are Youtube (videos & ads), Instagram (posts, ads, stories & reels), Telegram, Facebook (posts & reels), Twitter (polls & posts), and TikTok (posts).
The idea behind this campaign is to position Sense4FIT as more than just a fitness app; it's a lifestyle partner that supports community, wellness, and growth. The campaign seeks to convey the message that Sense4FIT Summit 2023 is not just an event but a celebration of active living, a blending of fitness experts, enthusiasts, and those aspiring to lead a healthier lifestyle.
The message of this campaign is to Embrace the Power of Active Living at Sense4FIT Summit 2023! Join a vibrant community of fitness enthusiasts, wellness seekers, and those valuing connection. Whether you're passionate about fitness, interested in overall well-being, or simply seeking like-minded individuals to share your journey, this one-day event is crafted just for you. Elevate your active lifestyle, enhance your fitness skills, and deepen your wellness practices with top experts, workshops, and classes. Don't miss the chance to this opportunity where the community shares your vision and supports you every step of the way. Together, let's make fitness more than a routine – let's make it a lifestyle. Join us on June 17th at Sense4FIT Summit 2023 and make your journey to a healthier, happier you truly unforgettable!
The campaign's monitoring included key metrics such as the number of Sense4FIT Summit 2023 attendees, conversion rate (percentage of event attendees creating Sense4FIT accounts), social media engagement (likes, comments, shares), and participant feedback and reviews.
We gathered feedback from event attendees through our social media channels, especially if they mentioned us online.
Campaign Instagram posts
Campaign Instagram Stories
Campaign posts
Campaign IG Reels, Facebook & Youtube Shorts, Telegram posts
Campaign IG Reels, Facebook & Youtube Shorts, Telegram posts
Campaign Results & Achievements
Adhering closely to our strategy, we successfully achieved our goal of gathering over 1000 attendees at the Sense4FIT Summit.
Our campaign reached an impressive audience of over 50,000 people across all social media channels, with more than 30% of attendees at the Sense4FIT Summit creating an account to utilize the Sense4FIT app.
Post-campaign, our broader objective of increasing brand awareness continues to flourish. Our primary communication channel's average views on the last 21 Instagram posts have escalated to 28.7k views, a substantial increase from the pre-event average views of under 15k views on the last 21 posts.
The recent strategic initiatives surrounding the Sense4FIT Summit have yielded exceptional results in community engagement. The engagement rate across the last 21 Instagram posts reached an impressive 1.31%, showcasing a substantial increase from a modest 0.39% recorded in the 21 posts leading up to the Sense4FIT Summit.
This represents a more than tripled growth, underlining the significant impact of our cohesive communication strategy and community-building efforts.
Email Marketing
As a dedicated and results-driven marketer, my passion for effective communication has been channeled into crafting impactful newsletters and contributing to the creation of emails for stakeholders.
In this role, I ensure that every newsletter not only delivers a cohesive brand message but also resonates with our target audience, fostering meaningful connections and driving engagement.
Collaborating closely with my dynamic team and under the guidance of our marketing manager, I ensure that our content is aligned with the company's vision, reflects a clear and compelling narrative, and is also aligned with the evolving needs of our stakeholders.
This collaborative approach extends to regular brainstorming sessions, where we exchange ideas, refine our messaging, and consistently elevate the quality of our emails.
Crafting community newsletter
Crafting an email for stakeholders
Analytics and Reporting
I leveraged advanced analytics tools, including platforms like Hootsuite, to meticulously track and analyze the performance of both our website and marketing campaigns. This involved a comprehensive examination of various key performance indicators (KPIs) that played an important role in gauging the effectiveness of our digital strategies.
The primary focus of our analytics efforts centered around key metrics such as followers, engagement rate, leads generated for our events, traffic to the gym, and user engagement with our app.
These insights became the foundation for generating detailed reports, offering a clear and informed perspective on the impact of our digital initiatives.
In essence, this data-driven approach allowed for informed decision-making and strategic refinement, ensuring that our digital efforts were not only aligned with our overarching goals but also optimized for maximum impact.
Results & Achievements
Transformative Growth and Community Engagement & A 7-Month Journey
In 7 months, our digital marketing initiatives led to the creation of over 10,000 accounts for the Sense4FIT fitness app. We dedicated more than half of our content around dynamic partnerships with influential figures in the fitness and wellness space, including the likes of Remus Boroiu, Marius Berbecut, Maria Nedelcu, Raluca Varvara, and numerous others.
The impact was significant. The collaborative efforts not only sparked inspiration and motivation among our audience but also significantly boosted engagement and their FIT&EARN gameplay, was a unique approach that resonated deeply with our growing community.
Across all social media channels, the evidence of our success was visible, witnessing a 30%+ increase in community growth within this 7-month timeframe. This achievement not only underscores the resonance of Sense4FIT's vision within our expanding online community but also reflects the continuous expansion of our community.
Challenges Faced
Tailoring Content for Brand Consistency
A significant challenge involved tailoring and optimizing content to align seamlessly with the Sense4FIT brand voice. This required a meticulous approach to ensure that each piece of content not only conveyed a consistent message but also resonated authentically with the brand's identity.
Customizing Content for Influencer Collaboration
Collaborating with influential figures brought its own set of challenges. The task was not only to tailor content to suit the unique style of each influencer but also to ensure that it resonated strongly with the community and drove meaningful engagement. Achieving a balance between maintaining brand identity and aligning with diverse influencer styles posed a creative and strategic challenge.
Opportunities for Email Marketing Improvement
Despite the success in other areas, there was identified room for improvement on the email marketing front. The company had not been placing significant emphasis on email marketing, and recognizing this as an untapped potential presented the challenge of developing and implementing strategies to enhance communication and engagement through this channel.
Key Takeaways
Navigating Challenges & Igniting Growth: A Comprehensive Digital Marketing Journey with Sense4FIT
Sense4FIT, a Web3 Fit2Earn Lifestyle app on the Elrond blockchain, has thrived through strategic digital marketing initiatives. Faced with challenges in social media presence and content strategy, our objective was clear: build brand awareness, generate leads, and foster an authentic community.
Crafting compelling content tailored to diverse platforms, we transformed video podcasts and collaborated with influencers to amplify Sense4FIT's message. The transformative results speak volumes—10,000+ app accounts created, dynamic partnerships sparking community engagement, and a 30%+ surge in growth within 7 months.
However, challenges persisted in tailoring content for brand consistency, balancing influencer styles, and unlocking email marketing potential. These hurdles propelled our commitment to a comprehensive approach, grounded in creativity and strategic execution, shaping Sense4FIT's digital presence and fueling continuous community expansion.
