Fitbit, an American fitness and electronics company has a great name in the fitness industry. In 2021, Google acquired this fitness and electronics company. The company manufactures remote empowered wearable technology physical wellness monitors and action trackers, for example, smartwatches, pedometers, and trackers for a pulse, nature of rest, and steps moved just as related programming. It was obtained by Google in 2021.
Fitbit went from practically leaving business multiple times to having deals of $700+ million out of half-decade. At first, Eric Friedman and James Park launched Fitbit, yet it didn’t acquire footing until they got seriously subsidizing and adjusted their marketing strategy a few years after the launch.
Today, the company claims around 75% portion of the overall industry, contending with huge players like Fastrack, Nike, Puma, etc.
Fitbit Marketing Strategy
In 2014, the Fitbit application was accounted for to be the top downloaded fitness application on the Apple App Store and the top 4 utility app on Google’s Play Store.
Let’s check out the brand’s successful marketing strategies which really work for them.
TVC Marketing Campaigns
Fitbit always does the TVC marketing campaigns by making some innovative and unique ad films. The brand also collaborates with big celebrities and fitness personalities to light up the campaigns.
Recently, Fitbit, a Google company, has released the latest digital-first campaign with the slogan “Sweetest Diwali gift isn’t a sweet”. The campaign asks individuals to give a surprise of fitness to their friends and family. As a component of the new festival marketing campaign, Fitbit has revealed a digital promotional film about a Fitbit family.
The ad film exhibits how the mother utilizes the Daily Readiness Score from her Fitbit Charge 5 to get ready for a simple day if she sees a low score and breaks into a dance exercise when she is good to go with a high score. The mother role is played by famous Bollywood actress Neena Gupta.
The film is based on the Diwali festival, so it is pointed toward empowering the customers to focus on wellbeing and fitness actually like Neena Gupta, and settle on the best choices for one’s body, brain, and fitness. Actor, producer, and artist Will Smith as of late joined the Fitbit family and unveiled his obligation to work on each part of his wellbeing and health.
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Brand Awareness Campaigns
Fitbit also contributes its profit to the charity which partially helps them to make their brand image. In February 2015, Fitbit began a campaign – FitForFood, where Fitbit clients would consume calories in return for food that would be given to Feeding America, a hunger help charity organization.
The video that went with the campaign highlighted jokester Joel McHale, who, along with Feeding America and Fitbit, assisted with getting the message out to his more than 4 million watchers on Twitter:
Eventually, in excess of 100K+ clients took part in the crusade, arriving at the billion-calorie mark in under a month. Informal professional tip: When you get your clients to take part in something significant, similar to a cause, they will feel more roused doing as such, and may even get their companions to assist. Through this, the brand makes social money and places your image in a positive light.
Social Media Marketing
The brand is also involved in doing Social media marketing by influencers around the world. Fitbit uses Instagram, Facebook, Pinterest types of platforms to reach their targeted audience.
Fitbit had likewise collaborated with entertainer turned fitness personality Milind Soman to commute home the message on the significance of a functioning way of life and observe ‘Azadi Ka Amrit Mahotsav’, denoting the 75th year of India’s Independence more unique at the Unity Run.
Who is ready to sweat? #GetYourHeartPumping! Be it Milind Soman’s Unity Run or a 20-minute workout, Fitbit devices record Active Zone Minutes based on the intensity of the workout. @milindrunning ?
Fitbit was the Official Fitness Partner at The Unity Run 2021 by Milind Soman. pic.twitter.com/qnK78u7VEN— Fitbit India (@FitbitIN) October 16, 2021
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Specific Niche Focused
Fitbit’s products rotate around a particular specialty which is Fitness or health. However, their emphasis on drawing in the social creature in every last one of us is maybe the fundamental explanation they have had the option to keep up with their strength notwithstanding the passage of the Apple watch.
They can keep the brand top-of-mind and in discussions on account of these variables: Involving their clients in something significant yet very easy (they just need to continue doing what they’re doing) Have rivalry includes so clients can set themselves in opposition to each other, or rope their companions in to go along with them.
Conclusion
Bringing more users to the wearables category and growing our community of active users is a critical part of our strategy. With our newest products, we’re delivering high-quality, easy-to-use wearables that are more affordable. The brand Fitbit is a great example of a fitness brand.
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