Planet Fitness launches first campaign from new AOR

Sales Lead: Planet Fitness (PF) teamed up with Amazon on a new campaign that gives people free Amazon Halo View wearables for becoming premium gym members.

  • New members will also have access to a years' worth of free Halo workouts, features, and programs.
  • Made by Barkley, the campaign was designed to fuel awareness of PF's Black Card membership program.
  • The company has promoted the Black Card membership before but has never done so with such a substantial giveaway; the Halo View costs $80.
  • The campaign reflects changes in PF's media planning, largely via a TikTok challenge and bolstered social media influencer engagement.
  • The company will likely:
    • Seek additional influencers
    • Continue shifting its marketing strategy
    • Keep increasing spend
    • Conduct agency reviews following a recent AOR hire (more below)
  • Target demographic
    • Gen-Z and millennials: Digital, social, and podcast channels
    • Gen-X: National TV, print, OOH, radio, and local broadcast channels

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, PF has spent approximately $28m on national TV commercials, 43% more than the approximately $19.6m spent in all of 2021.
    • Last year: The company spent around $19.6m on this channel last year after having spent 32% more, around $25.8m, in 2020.
    • 2022 ad programming: PF's 2022 commercials have targeted millennials watching shows such as NFL Football, Dick Clark's New Year's Rockin' Eve With Ryan Seacrest 2022, Good Morning America, Today, and Friends.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The company has allocated roughly $44.4m on digital ads, 54% more than the roughly $28.9m allocated in all of 2021.
    • YTD data: Since the beginning of 2022, PF has earned ~5.6b digital impressions via Instagram (48%), Facebook (42%), desktop video (8%), mobile display (1%), and desktop display (1%) ads.
    • Last year: In 2021, the company's estimated full-year spend more than doubled to $28.9m from that of $13.8m in 2020.
  • Additional channel insights  
    • The company utilizes print (newspapers), OOH, radio, podcasts, and local broadcast.

Additional agency insights:

  • Opportunity: If you haven't yet done so, contact soon to remain top-of-mind in case PF conducts additional agency reviews after having done so earlier this year.
    • Barkley became PF's full-service AOR in August 2022 and has not yet, to the best of our knowledge, hired any additional new agency partners since then.
    • Incumbent Team Lift, a bespoke Publicis team, will retain some local marketing efforts and national media until the end of 2022.
    • At the start of next year, Crossmedia will take over as PF's media AOR.
  • Agency roster as of the end of 2022:
    • ​​​​​​​Barkley: Full-service (creative and media AOR)
    • Crossmedia: Media AOR
    • ICR: PR AOR
    • Huge: Digital AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.​​​​​​​