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Goodlife Health Clubs Implement Brand-First Influencer Campaign

Goodlife Health Clubs has bolstered its already strong social media presence with the addition of a number of Australia’s leading digital influencers.

Following on from the appointment of online fitness phenomenon Emily Skye as an ambassador in 2016, Goodlife Health Clubs has extended its digital footprint by appointing nine high profile social media personalities to promote the brand.

Major social media players such as former Australian pole vaulter and qualified exercise physiologist Amanda Bisk, Neighbours actor and fitness fanatic Matt Wilson, swimwear designer Jamie Allen and socialite Taylor Fielding are just some of the big names the gym chain has secured.

Hailing from all walks of life, the newly-appointed brand ambassadors will be regularly posting about their fitness journeys, achievements and experiences at the gym, allowing the Goodlife brand to reach a broad spectrum of new and existing members through a combined social media audience of more than 1,132,000 people.

Goodlife Health Clubs Head of Marketing Jay Baikie said the objective of the campaign was to break down barriers between the brand and its customers by aligning with influencers who could inspire their members.

“We are always looking for new platforms to reach our existing members, as well as untapped audiences, in ways that relate to their individual needs, goals and preferences,” he said.

“We hope to strengthen the human connection we have with our members by using influencers to create and share credible and relatable content about their experiences at Goodlife.”

Mr Baikie said the initiative would also build brand affinity through the alignment of Goodlife’s facilities, products and services with each influencer’s health and fitness goals.

“With more than two-thirds of our membership base aged under 30, all with varying backgrounds and fitness goals, it was imperative that we partnered with ambassadors who our younger members could easily connect with.

“Engaging influencers who were already brand advocates, or who could share our purpose in an authentic way, was the next step in elevating our social media and broader marketing strategy.”

Each influencer has been engaged for an initial period of between four and 12 months, during which time they will post across a number of social media channels including Instagram, Facebook and Snapchat, as well as author blog content hosted on the Goodlife website.

“We spent a lot of time drilling down into each influencer’s social media stats and focused on engagement over reach to ensure that their followers aren’t just seeing posts, but making real connections through likes and comments,” Mr Baikie said.

In addition to posting on their social media channels, the influencers will also promote Goodlife beyond the digital space by running group workouts and participating in meet and greets with members and fans.

“Giving our members the opportunity to interact with our ambassadors in real life will strengthen their brand loyalty and broaden our appeal,” Mr Baikie said.

“As crucial as it is to have a solid presence online, we also want to ensure there’s a strong physical link with our bricks and mortar gyms.”

The new Goodlife Health Clubs brand ambassadors are:

  • Amanda Bisk – @amandabisk
  • Anthony Noud – @anthonypureandlean
  • Kayleigh Douglas – @kayleighdouglas
  • Jamie Allen – @_jamieallen_
  • Nicola Scruby – @the_unrefined
  • Ellen Clark – @ellen_clark
  • Matt Wilson – @mattywilson
  • Lee Carseldine – @leecarseldine
  • Taylor Fielding – @taylorfielding

Goodlife Health Clubs social media stats:
Instagram – 16,000 followers
Facebook – 79,817 likes

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