Fitness Opps: Solidcore taps new PR, influencer AOR (Score 61)

Sales Lead: Golin just became Solidcore's US PR and influencer marketing AOR.

• In February 2023, Golin started work designed to elevate brand awareness.
• This strategy involves creative storytelling via influencer engagement and earned media.
• It also includes experiential efforts and expansion initiatives.
  • For example, Solidcore recently hosted a 100^th studio opening event in Santa Monica, CA, that hosted around 20 media and influencers.
  • The company will also invest in activations related to its upcoming 10^th anniversary.
  • The company also plans to expand to 250 locations nationally and potentially, eventually, internationally within the next 3-5 years.
• Golin's SVP, Krystina Fisher, is leading a team of six on the account.
• This hire replaces incumbent PR AOR BLND PR, which will continue supporting Solidcore on a project-by-project basis.
• The company will likely:
  • Keep launching new work
  • Pursue new influencer partnerships
  • Continue s​​​​​hifting strategy
  • Keep increasing digital spend
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Athletic Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Solidcore has allocated roughly $146.6k toward digital ads YTD, 66% more than the roughly $88.3k allocated by this point last year.
  • YTD data: So far this year, the company has earned around 20.1m digital impressions, 57% via Instagram ads and 43% via Facebook ads.
  • Last year: In 2022, Solidcore's approximate full-year spend decreased by 9% to $253.7k from that of $278.5k in 2021.
• Additional channel insights  
  • The company utilizes Google Ads and Facebook ads.

Additional agency insights:

• Opportunity: Additional agency reviews could follow this one, so contact soon to offer creative, media, digital analytics, social media management, multicultural, and/or experiential services.
• Current agency roster:
  • ​​​​​​​Golin: PR and influencer AOR (May 2023)  
  • ​​​​​​​​​​​​​​BLND PR: Project-by-project PR agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.

Additional contact information:

• BLND PR: Cynthia Albano - Influencer Coordinator - cynthia@blndpr.com