Trouble City | Population: 1. Amanda Wallace, Creative Director.
CP_DecWeek1_Grip Sock Choice_1x1-IGFB_Frame1_V01.png

Club Pilates | Driving Brand Affinity through Inclusivity

Club Pilates | Driving Brand Affinity through Inclusivity

Club Pilates is a franchise brand, built on a beautifully inclusive message: Pilates is for everyBODY. Our goal is to help grow brand affinity while helping both brand and franchise owners retain their current client base and acquire new members over time—and of course, to celebrate their radical inclusivity.

On social, we are:

  • Leveraging trends to build a presence during timely, relatable moments

  • Talking about real, human topics (such as working out on your period, or the little things that define your workout personality)

  • Engaging people through reactive comments, text-only posts, and interactive polls in a way that teaches us insights while showing fans we’re present and interested.

  • Acquiring new members through paid media.

“Taurus here and the panic that sets in when the 3rd reformer on the right isn’t available is so real 😂”
— @hayleyross7

Some recent TikTok favorites:

We love capitalizing on trends when it makes sense, because it’s an easy way to leverage a moment to express something your brand cares about. Here, we wanted to speak to men, who make up a disproportionately smaller percentage of Club Pilates members.

IG: 62.9k views

Who knew grapes on New Year’s would lead to one of our top performing TikToks (and reactive comments) to date? 🍇🍇🍇

Working out with a friend can factor into consistency, and membership retention. We' have a LOT more planned on this front.

Reactive.

The art of commenting across platforms on posts that have absolutely nothing to do with your brand. Through reactive, we have seen strong engagement and leveraged our successes to make net new content (see “12 Grapes” TikTok above). This is one of the best and easiest (and most fun) ways to build brand affinity.

Polls

At Vayner, we LOVE polls. They build engagement, cost you nothing, and teach you everything you want and need to know, so long as you’re not afraid to ask. We take what we learn and build content off it all the time.

Quirks.

Those little micro-decisions that define who we are. We love sparking conversation about the little things and building on the notion of celebrating of all facets of all people. This got over 398 passionate responses on IG.

Motivation.

(19.2k impressions)

On Facebook, Club Pilates members are passionate and positive fans. Our approach on this platform is to be encouraging, motivating, inclusive, and engaging.

Men.

They think Pilates is easy. ‘Til they try it. Big topic of conversation on Facebook, and we love the engagement. These posts also help us build a larger conversation around acquiring more male Club Pilates members.

So what does it all mean?

It means you’ll see Club Pilates more and more across all platforms (and out in the wild), and day over day, post after post, comment after comment, campaign after campaign, we will spread the one-of-a-kind brand gospel that Pilates isn’t a competition; it isn’t a thing you do to be seen; it isn’t for a particular age group or type of person—Pilates is for everyBODY.