How a global fitness studio leverages brand-aligned content creators for authentic testimonials
Orangetheory is a fitness brand with more than 1,000 exercise studios worldwide. With its Heart Rate-Based Interval Training concept, Orangetheory offers accessible classes for people of all fitness levels. Highlighting the inspiring stories of its members who have embraced longer, healthier, and more vibrant lifestyles is a source of pride for the company.
In November 2022, Orangetheory’s small influencer marketing team ran a month-long campaign to capture leads and promote brand awareness. They aimed to work with at least 20 creators and accumulate no less than 1 million impressions. With lofty goals and a tight deadline, the team needed a way to communicate with all creators efficiently, customize deliverables and payments for each partner, and track campaign ROI.
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The primary goals of Orangetheory’s influencer marketing program are to expand its reach to new audiences and build its brand reputation. To accomplish that mission, Orangetheory zeroes in on brand-aligned creators already familiar with the studio. Orangetheory leverages each creator’s unique strengths to produce content that is natural to them and tells their fitness journey in their own authentic voice.
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“I can confidently say that utilizing [GRIN] for optimization yields significant benefits. Not only does it streamline our workflow and boost productivity, but it also allows us to operate with a more efficient, leaner team.”
— Jessica Chin Fong, Social Media Strategy Manager at Orangetheory
Orangetheory relied on GRIN’s leading Creator Management platform to get more done in less time while building strong relationships with creators passionate about the brand’s mission. With a full suite of automation tools at its fingertips, Orangetheory had everything needed to keep its roster happy and run a first-class campaign.
GRIN’s end-to-end Creator Management platform helped Orangetheory accomplish its goals and then some. Not only did the influencer marketing team exceed campaign expectations, but they also nurtured strong relationships with high-performing creators eager to participate in future projects.
In just one month, Orangetheory accumulated:
