Tackling gym-timidation for PureGym

Client: PureGym

PureGym came to TikTok with a challenge - it wanted to reach new members, in particular students, and encourage sign ups with a full funnel approach, but at a lower CPA to make long-term campaigns feasible.

TikTok worked with PureGym to unlock the key insight that students are often intimidated by the gym. Using this as a launchpad, the campaign aimed to tackle 'gym-timidation' and mental health, with the TikTok team developing a year-long period of testing and campaigning using TikTok's Full-Funnel Brandformance approach. A tailored creative strategy was devised focusing on stories, not selling, using TikTok Creative Exchange platform to develop creator-led content that felt 100% native to the platform. This approach, combined with the dedicated system of testing and implementation, transformed PureGym's results reaching 11million people in the UK and, most importantly, encouraging over 26,000 new joiners to the gym.