– MIKE SCOTT, CHIEF BRAND AND MARKETING OFFICER, SWEAT
Digital Experiences + Events
Personal trainer Kayla Itsines and her Sweat brand are a social media phenomenon. Known for her tough workouts and even tougher boss attitude, Kayla is touted as the world’s most popular trainer, with an online following of 40 million. We love working with Sweat to deliver multiple assets for its channels. And occasionally we do a workout, too.
Our outputs for Sweat are varied, but we are most proud of our game-changing five-part IGTV series that followed Kayla from her slow, strenuous return to exercise to the launch of her new post-pregnancy program and beginner programs in New York. During COVID-19, we delivered Monday Night Meetups for social channels, a workout tailored to your location.
Showing Kayla’s audience a vulnerability they’d never seen before, the series is raw, emotional and uplifting, and inspired women globally to share their own stories in the comments section on Instagram. Within 24 hours of going live, both episodes 1 and 2 of Begin Again received more than one million organic views.
Monday Night Meetups
Intimate, warm and hugely engaging, Monday Night Meetups was a bespoke social video series responding to a universal need during COVID-19 – creating a community online. Filming under COVID-safe conditions, we maintained high production values, with the client reportedly thrilled. It grew quickly in popularity, and by the second week averaged more than 750,000 views across social channels.