Interpreting Fitbit's Marketing Campaign: #WhatsStrongWithYou Analysis

This report analyzes Fitbit's 2021 marketing campaign, #WhatsStrongWithYou, which aimed to promote mental and emotional well-being alongside physical health. The campaign encouraged users to share their definitions of strength on social media platforms like Twitter, Facebook, and Instagram using the hashtag. Fitbit reshared these success stories to motivate others. The analysis reveals the campaign's non-profit marketing approach, focusing on changing perceptions of strength. The report highlights Fitbit's use of surveys to gauge public opinion and the absence of influencers to maintain authenticity. It references campaign results, including a survey in the UK that revealed the majority of people believe that the definition of strength should include mental attributes. The report concludes by emphasizing the campaign's success in broadening the understanding of strength to encompass both physical and mental aspects, using real user stories to inspire and connect with the audience.

Interpreting Management Assignment
By Muhammad Nevyan Afzal
Introduction
As more people gain awareness about healthy lifestyles and clean living, the demand for
fitness bands/trackers has increased as a result, because many people, use fitness bands to
monitor their health and to track their daily workouts (activity). A fitness tracker monitors
your heart rate, calories burned, blood oxygen level and step count etc. Which allows a
person/user to track their sleep cycle, daily activity (workout/Exercise) in order to maintain
a healthy lifestyle.
Fitbit is one of the examples for fitness trackers. Fitbit is an American consumer electronics
and fitness company. In 2007, Eric and James the founder of Fitbit realized that wireless
technology had advanced to a point where they could bring amazing experiences to health
and fitness. It produces wireless-enabled wearable technology physical fitness monitors and
activity trackers such as smartwatches, pedometers and monitors for heart rate, quality of
sleep, and stairs climbed as well as related software. The parent Company of Fitbit is
Google. It is an American Multinational Company that specializes in internet-related services
and products, which include online advertising technologies, a search engine, cloud
computing, software, and hardware. Fitbit’s main purpose is to motivate and inspire others
to live a healthier life.
Description:
The campaign in question is Fitbit’s 2021 campaign #what’s strong with you. The main focus
of this campaign is to motivate the importance of mental and emotional well-being. The
idea behind this concept was to encourage people to share their perception and definition
of both mental and physical strength. Fitbit used a hashtag “#WhatsStrongWithYou” on
different social media platforms like Twitter, Facebook and Instagram and asked people to
share their success stories on social media with the hashtag #WhatsStrongWithYou and
Fitbit will reshare it on their social media accounts and use those success stories in their
blogs to help and motivate more people.
Analysis:
This was a not-for-profit marketing campaign, but to create an awareness that being strong
does not only mean physically strong but also mentally. The purpose of this campaign was
also to promote their fitness bands through people’s success stories. Fitbit conducted a
survey in many different countries to determine what people think of word strong. Most of
the people think of word strong as physically strong this was the perception Fitbit wanted to
change through its marketing campaign. They shared some stories of different people that

how they changed their life by getting emotionally and mentally strong to show people that
not only being physically strong is enough. Here is evidence of Fitbit replying to a person
who shared their success story on social media. Many people shared their success stories
with the hashtag #WhatsStrongWithYou and Fitbit replied them and also shared some of the
success stories in their blogs. Here is the evidence of Fitbit replying to a person on sharing
their success story on social media.
Figure 1: Fitbit Replying to a person
The post enabled new audience to learn about Fitbit’s products. This post allowed people to
learn from others for example Meg Boggs. She is an author and an athlete. She shared her
experience on Instagram with a video and she also wrote an article on Fitbit’s marketing
campaign (Hanawalt, 2021).
After their marketing campaign surveys were conducted in different countries to know what
does people think of word strong, according to new Fitbit research conducted in the UK
between August and November 2021, 83 percent of Brits agree that definitions of strong
should include more than physical strength attributes, and as a result, nearly 7 in 10 UK
respondents (67 percent) believe the dictionary's primary definition needs to be updated.
Over half of those surveyed (54%) believe true strength is a combination of mental and
physical characteristics, while a third (35%) believe it is the ability to deal with the
difficulties and obstacles that life can throw at us. Fitbit, like the British, wants to see the
concept of strength broadened to include a more holistic and inclusive definition, both
physical and mental. This campaign changed many people’s perception about the word
strong (Anon., 2021).
In this marketing campaign Fitbit did not used any actor or influencer because if they would
have used actors or influencer people may not get motivate as people will think that the
campaign is fake and it was just a promotional technique. The main goal of this campaign
was to motivate people so they used people to motivate other people by sharing their
success motivational stories.

References
Bibliography
Anon., 2021. Fitbit. [Online]
Available at: https://blog.fitbit.com/rethinking-strong/
Hanawalt, Z., 2021. Shape. [Online]
Available at: https://www.shape.com/lifestyle/mind-and-body/meg-boggs-whats-strong-
with-you
[Accessed 22 November 2021].