Success Story: Smart Fit
As one of the largest gym chains in Latin America, Smart Fit is known for its innovative and accessible approach to the fitness world. Founded in 2010, its mission is to democratize access to physical activity, offering a modern, welcoming environment equipped with cutting-edge technology.
Smart Fit allows people of different age groups and physical conditions to find an option that fits their routines and budgets. It stands out not only for its accelerated growth but also for its ability to create a united and motivated community.
Challenges and Objectives
The Smart Teen project emerged with the challenge of connecting Smart Fit with Generation Z in an authentic and engaging way. The campaign, focused on Instagram and TikTok, invited young people born between 2007 and 2010 to train for free throughout December.
The strategy aligned the brand's values with the interests and language of this generation, creating a value proposition that encouraged young people to train during their holidays. Besides introducing the habit of working out, the initiative also aimed to generate engagement and consolidate these young people as potential future Smart Fit members.
Strategies Used in the Smart Fit Success Story
The central strategic pillars of this production were: breaking formality, using specific slang, and audience mapping on social media.
This was Smart Fit's first exclusive project aimed at Generation Z! With light, direct, and straightforward communication, the campaign utilized young people's favorite digital platforms (Instagram and TikTok) to connect authentically.
For the campaign, language choice was one of the central pillars: slang like "pprt" and "tlgd" helped break formality, making the brand more approachable and accessible. The tone adopted was a motivating invitation, reinforcing that Smart Fit is a space where young people can experiment, grow, and evolve at their own pace.
Additionally, the volume of publications related to each of these groups was mapped and leveraged in posting schedules. The survey also included trending hashtags aligned with each group's profile, ensuring greater relevance and engagement in campaigns.
Another dynamic was the use of digital influencers who communicate directly with this audience, such as Matheus Mazzola, Ju Mamute, Luisa Alvarenga, and Camila Trianda. The proposal encouraged young people to maintain a relationship with Smart Fit and the habit of exercising.
Results of the Smart Fit Success Story
With a strategy well-aligned with Generation Z's behavior, the campaign generated significant results in both reach and engagement, proving the strength of targeted and authentic communication:
- +2.5 million accounts reached
- +7 million views
- +163 thousand interactions
In just one month, the campaign highlighted Smart Fit as a benchmark in the fitness world for young audiences as well, expanding its presence on social media and bringing this audience as potential future clients of Latin America's largest gym chain.