Sweat Your Heart Out
ClassPass x Barry's US Event Series
I was challenged with the goal of generating brand awareness and building positive sentiment in the press through a "brand moment" project. Through the conception of a Valentine's event, we launched the Sweat Your Heart Out event series.
The challenge
The event was timely; young singles were challenged with facing a dreary outlook on dating apps and wanted to meet people IRL again. Our series created a space for singles to meet through a mutual interest: working out. We partnered with Barry's to launch a singles event in New York, as well as a national series of events in the top 10 single cities in the US, that would garner national and local press attention.
Approach
I created an art direction that drove interest amongst our target audience that was sharable and cohesive including pre-launch marketing, in-studio signage and a start-to-finish plan for the event experience. We had an airbrush artist personalize hoodies for guests, games and refreshments to engage singles in our post-class singles mingle.
Results
- •Featured in outlets including Well+Good, Athletech, Time Out New York, and Marketing Brew
- •Coverage achieved an ad value equivalency of nearly $5M
- •Garnered a +77% increase in engagements on our social pages
- •Built an art direction for event that was relevant for target audience and project goal
Deliverables
- •Event Concept & Strategy
- •Art Direction
- •Pre-launch Marketing Materials
- •In-studio Signage
- •Social Media Assets
- •Event Experience Design
Category
Campaign & Art Direction