Hard Candy

| Case Study

The Challenge

Establish strong social media presence and position Hard Candy Fitness Toronto founded by Madonna, the first location in North America as the leading fitness brand in Toronto, Canada. Increase brand awareness among the fitness community and help generate membership sales. Use social media to create an engaged and loyal following. Educate, inform and motivate. Utilize all social media channels to support the Grand Opening of the club with Madonna’s appearance.

The Solution

Develop strong social media presence for the brand. Inspire, motivate, inform and educate people with content marketing. Shake up the Toronto fitness landscape with brave visuals that grab attention. Respond to the audience’s needs, questions and pain points via social media channels. Connect with fitness influencers online. Work closely together with Hard Candy Fitness Toronto internal marketing team, PR agency and web agency in making sure branding and message are consistent on all channels.


The Execution

Established strong brand presence for Hard Candy Fitness Toronto on their new social media channels: Facebook, Twitter, Instagram and YouTube following corporate guidelines. Created various social media contests to generate leads and keep interest strong in the brand. Actively monitored online conversations and provided leads to sales team for follow up. Motivated, inspired and influenced potential customers sharing Madonna’s philosophy, health and fitness advice, personal trainer tips, how to’s and advice on staying fit and healthy.

The Results

3 month period:

• HCF Toronto leads the fitness industry in Toronto with most engaging Facebook page
• 16,180,768 total impressions
• 4,381,509 total reach
• 293,067 engaged audience
• 3,475,981 Twitter potential reach
• 27,347 bit.ly clicks
• 5,842 Instagram likes
• 374 Instagram comments
• 22,376 video views
• 37, 592 traffic to website
• Changed lives forever

Exceeded original social media objectives by beating expectations:

• Facebook 576%
• Twitter 378%
• Instagram 346%
• YouTube 37%

Here’s what they thought about our work