In our latest social media case study, SMK looks at the Triaction Buddy Up Facebook campaign aiming to help fitness-conscious women find buddies to work out with and stay motivated.

Buddying Up for fitness

Designed and constructed by Brisbane agency BCM for Triumph International Australia’s sports underwear brand Triaction, the Buddy Up campaign utilises a Facebook app to help women find like-minded workout partners in their locality matched on interest and level of fitness. 

Signing up

The campaign is built around the Buddy Up app hosted at the Triaction Facebook page.  The interface is similar to an online dating service. Once users activate the app they’re asked to provide information for their profile on where they live, their current level of fitness (beginner, average, fit, or competitive), how they prefer to exercise (gym, jogging, specific sports, etc.), their fitness goals and what inspires them to live a healthy and active lifestyle.

Profile

Users are then presented with their own Buddy-Up profile page (which requires a ‘Like’ for final activation) as well as a list of potential matches in their area.  Users can then send their matches a message to meet up and start getting fit together.

Ambassador

As an added bonus, Buddy Up users are also entered into a competition for a chance to win a training session and lunch with The Biggest Loser star trainer (and Triaction brand ambassador) Michelle Bridges.

Campaign Aims

BCM account director Michele Prescott identified the Buddy Up campaign’s three key aims as:  “(1) Create awareness for new Triaction products, and drive sales; (2) Leverage the association with Triaction brand ambassador Michelle Bridges; (3) Engage existing Facebook fans and acquire new ones.”

Key Resources

The Buddy Up campaign was fully conceived and constructed in-house by BCM for Triumph International Australia.

It’s not uncommon for social media campaigns to involve the collaboration of multiple agencies—usually one creative and one digital—BCM (recently named AdNews’s State Agency of the Year) had the internal digital strategy and production capabilities to design and roll out the full campaign without the need to engage any external resources or agencies.

Demographics and Channels Used

“[The campaign was inspired by] the insight that women like to do things together and share experiences,” says Prescott.  Targeting Australian women 18 and older (and who are committed to exercising several times a week), participation has been driven by Facebook ads, search engine marketing and database e-mails, while the app itself has also been designed to encourage users to invite their own friends directly via Twitter, Facebook and email.

So how does Buddy Up weigh in?

Despite its logistically complex appearance, BCM reports smooth running since the Buddy Up Facebook campaign was launched, and user feedback corroborates their position. 

As the app functions mainly as an automated facilitator (with the ultimate onus for action remaining firmly with the user), the Buddy Up campaign lives and dies on its genuine usefulness to its target audience.  By those terms alone Buddy-Up has succeeded enviably.

“The campaign has successfully delivered against campaign objectives,” says Prescott, “and we are particularly happy with the number of women who participated and chose to ‘buddy up’”.

Though no hard user numbers for the Buddy Up app were made available to SMK, the sheer number of positive comments, likes and shares relating to buddying up, fitness progress and exercise routines (not to mention Michelle Bridges) indicates significant interest and participation in the campaign.

With a Facebook page currently boasting almost 10,000 likes and—most importantly—a very engaged and active Facebook community, Brisbane’s BCM looks to have delivered a triumph for Triumph.