John Reed — Full Fat

The Brief

Full Fat were appointed to launch international fitness brand John Reed into the UK market. During a time when the world was beginning to open up in the wake of the pandemic, it was imperative to make some noise and show up against a crowded market.

Solution

We got people talking by engaging tastemakers and key media early, giving them the full John Reed experience. This kicked off with an intimate media event that brought to life John Reed’s ethos via meets with trainers, live artist installations and workouts in classes against the backdrop of live DJs. We then set up an ambassador program gifting complimentary memberships to select media and influencers across fashion, art, music and fitness.

This approach was followed by a robust press office, making sure John Reed showed up in all the right places.

Results

2nd largest share of voice in London premium gym market. 28% During launch phase Aug-Nov 2021 VS. Gymbox, Equinox, Third Space
40+ top media & influencers attended gym
52 earned editorial
3 Influencer partnerships
545k social reach
507M PR reach in titles including London Evening Standard, Sheerluxe, GQ, Metro, BBC Radio