Tivity Health’s primary audience was women in their 30’s and 40’s that are short on time, money, and energy. Fitness is often low on their list of competing priorities and can be intimidating. We wanted to get these women to say “I can do this” by showing them how accessible fitness can be and that the gym isn’t just for the super fit. We created the Tiny Triumphs campaign to celebrate every effort that goes into a fitness journey, big or small.

By creating an upbeat and energetic video that uses a little humor to  show how one small feat can feel empowering, we portrayed a main character that the target audience could relate to, and downplayed the seriousness of going to "the gym."

The video was used to engage followers on Facebook and YouTube as paid media campaigns with brand awareness as the primary goal. Tracking pixels were then used to build retargeting audiences and lookalike audiences for lead generation campaigns.