FITBIT
From grassroots marketer to household name
FIND YOUR FIT
TIMELY CONTEXT:
Fitness had become a time, a place, a formula. And with hardware giants like Apple and Samsung entering the market, Fitbit understood that establishing a differentiated brand within the category would be critical for consumers—not to mention investors for the not-too-distant-future IPO.
TIMELESS TRUTH:
Fitbit helped to define the fitness tracker category in the early days, but it has always been more than a step counter. Instead, it brought fitness out from behind gym walls and celebrated the big difference every little step can make.
ICONIC BRAND:
“Find your fit” became the brand’s rallying cry, establishing Fitbit as the democratizer of fitness and inviting consumers into that world. And its extendability allowed for seamless timely refreshes at the speed of product development.
As Fitbit quickly grew and the timely context of the world around us changed, our challenge evolved from democratizing fitness to expanding that to health entirely. “It all fits together” set out to redefine how people think about everyday health. From positioning New Year’s resolutions as gains instead of losses, to making self-care an everyday routine, Fitbit became a true catalyst for reappraisal of how to stay healthy.
Creative innovation that leveraged Fitbit’s open API
FitForFood was an initiative that made physical fitness an engine for charitable giving.
The idea was simple: for every calorie our Fitbit community burned, we would donate one calorie of food to families in need. The results were extraordinary; in 16 days, we burned one billion calories and helped feed over 500,000 people in need.
RESULTS