Apple Fitness+

@applefitnessplus

SOCIAL CONTENT STRATEGY

The ask: Create a social tone of voice, strategic platform, and all the content that comes with it for Apple’s new fitness service.

The social platform: How will you #CloseYourRings today?

With 11 modalities, 26 trainers, and a Watch that goes wherever you do, the options are virtually endless.
And, in turn, so are the content possibilities.

Upgrading The Handle

From this…

to something people already had a connection with.

Creating a Content Strategy

Instead of putting in-app content on social, we started curating new content for social.
The goal: Inspire people with different ways to close their rings, every day.

Educational content helped people make the most of their subscription.

Motivational content helped inspire them to close their rings and try new things.

Celebratory content helped them take time to acknowledge the wins along the way.