FITNESSFRESHNESS

FINALBLOGREPORT

ATINAGEORGIEVA
ALEXANDRADJOUKANOVA
GABRIELEDINAPOLI
DAVIDESANVITO

Content Strategy
Fitness Freshnessisacustomercenteredbrand,builtaroundthreedynamiccorevalues:relevant,healthyandfresh.
Our value proposition is to serve as a handy healthy lifestyle manual for beginners and fitness enthusiasts and to
dailysupportmotivationtofightlaziness.
ThecorrespondingcontentstrategyisbestexplainedbytheKapferersbrandpositioningmodel:
The brand for what? We want to fill the gap between pure motivational Tumblr blogs and technical content
blogsbyprovidingfitnesstips,healthyfoodrecipesandsportsinspiration.
The brand for whom? Our target group consists of beginners and nonprofessional athletes that are
passionateaboutfitnessoranyotherkindofphysicalactivity.
Thebrandwhy?Ourambitionistofightgloballazinessbyprovidingrelevantinformationaboutfitness,sports
activitiesandhealthylifestyle,deliveredinaneasytoreadandamusingway.
Thebrandagainstwhom?Ourmaincompetitorsarefitnessblogsandwebsites.Inaddition,wecompetewith
otherblogsandwebsitesabouthealthylifestyle,foodandwellness.
Originalvscuratedcontent:
The content is both original and curated. Healthy food tips, recipes and music playlists are in most cases original
(examples: Delicious Italian risotto, DIY: Homemade energy bar). The aim of the original content was to
differentiate from the regular fitness blogs. However, the lack of professional fitness expertise entailed using curated
contenttokeeptheaudiencesinterest(example:The360DegreeCircuitShoulderWorkout).
Content focus
Contentstrategy
In order to provide a unique experience by combining both fitness tips and entertainment, our content has been
dividedintofivemaincategories:
#WorkoutMusicembeddedSpotifyplaylistsforeveryfitnessactivity,fromzumbatoweightlifting.
#FreshFooddailypublishedrecipesforhealthyfoodandtipsonhowtoeathealthy.
#TrainingTipsdailytipsandeducationalarticlesforfitnessbeginners.
#WorkHardmotivationalimagesandquotes.
#Freshfunarticlesforentertainment.
Toboosttheblogtrafficwereliedonintensivearticlepostingfor7weekswedelivered102posts.Weaimedatclear
content distribution each post was developed for a particular category and followed a preset plan for the week,
wherethepredominantpostswerepublishedin#TrainingTipsand#FreshFood.Thetopicswerechosenbasedontwo
criteria:(1)Uniqueandinterestingtopicstargetingfitnessnewbiesinordertodifferentiatefromthecompetitorsand
(2)TrendingtopicssuchasCrossFit,Twerking,Zumbaandetc.
TofittoTumblrusersexpectationsforhighlyvisualcontent,wedevelopedasecondTumblraccount,connectedtothe
mainonethatprovidesonlyfitnessandsportsmotivationimages.
The purpose of our offline promotional activity was to communicate the games idea as well as to discover topics of
particular interest for our target group. We found that workout music, shared via Spotify playlist and food recipes,
wereattractive,sowepostedinthesecategoriesweekly.Inordertoexplorethecurrenttrendingsportrelatedtopics,
weusedtheGoogletrendstool.Forexample,themostpopularpostintheblogwithinthese2monthsisaboutwomen
in CrossFit which was created after we discovered that CrossFit was extremely booming trend. The outcome was 94
upvotesinRedditandmorethan3299uniquepageviews.
Keywords
Each category had predefined keywords, in order to achieve persistency in our SEO strategy. However, separate
relevant keywords were used in each article, both as keyword tags and within the article text. We strived for 5%
keyworddensityintextpostsandalsoincludingmainkeywordsinthetitletag.
Branding
Thenamehasbeenchoseninordertoincludethekeywordfitnessandtoevocatethepositiveeffects
of fitness with the word freshness. The brand promise is: Your daily dose of fitness
motivation. Our decision was based on the fact that it is easy to remember, it reveals the brands
propositionclearlyandservesasadifferentiationtoolfromourcompetitors.

ThebrandcolourisflashygreeninordertodifferentiatefromthemostcommonTumblrblogsaboutfitness.According
toourpreliminaryresearch,themostusedcoloursareblackorpink.Thegreencolourisalsoconnectedtotheideaof
freshness.Thelogocontainsthekeywordfreshasrepresentingadumbbell,withourbrandcolourasbackground.
SEO tactics
RefertoAppendix,Tables2&3
Promotion Plan
Thepromotionofblogcontentfollowedanintegratedstrategy.Thismeansthateverychannelplayeditsroleinthe
promotionoftheblogcontent.Threemaincampaignshavebeenlaunchedasfollows:
#BeFreshChallenge: gaming activities aimed at collecting readers data, such as interests in fitness, and
contacts, as well as creating interaction and loyalty (calltoaction and content available at:
http://goo.gl/tmaa7q). The prize for the first challenge was 10 free visits at Gerdahallen; the prize for the
secondonewasaniPhoneArmband.Asaresult,21completedthefirstoneand51joinedthesecondone.
#RunWithUs:localbased campaigns to promote running meetups inLund. This campaign also evolved into a
sponsorshipprogramforcharity:runnerssoldadspacesontheirrunningjerseysforcharitypurposes(available
at http://goo.gl/4zyTOz). As a result, an average of 9 runners joined each running meetups, 3 applied for
sponsorshipandgathered600$.
#MotivateMe:acollectionofusersthoughts,motivationsandchallengestocreateambassadorsandincrease
loyaltyandengagement(availableathttp://goo.gl/a8V00R).
Moreover,weengagedofflinepromotions(freecoffeestandsinLundUniversityshalls;partnershipwithGerdahallen)
andcollaborationswithmedia,blogs,sportsassociationsandsportsmen.Table1inAppendixpresentsadrilldownof
singularlydevelopedpromotionalstrategiesforeachonlineandofflinechannel.
Activity
PostsFrequency
Accordingtoourobservations,timingisextremelyimportanttoreachlargeraudience.Contentpublishedaroundnoon
and late in the afternoons had the biggest reach in Facebook, Twitter and Google Plus. In Reddit, taking into
considerationthetimedifferenceandschedulingpostsaccordingtothenumberofcurrentlyactivereaders,maximized
thetraffictoourblog.
Content
Regular daily content was published in the two main categories #TraininTips and #FreshFood. The objective was to
stay true to the core values of being relevant and healthy and provide trending content that is booming on the
Internet.Inadditiontothepromisetodeliverfreshandentertainingcontent,ourweeklypublicationsincluded:
34 posts throughout the week more relaxed but personalized publications in the #MotivateMe category,
targetingmainlythefriendsandacquaintancesofpeoplewhowereinterviewed,aswellasarticleswithlocalinput
(Gerdahallen,MarathonsinScandinavia,etc.).
23 posts during the weekend amusing visuals such as pictures, videos and advertisements under the #Fresh
categoryinordertofittherelaxedstateofmindofourreaders.
VisitorsReaction
Tumblr
BecausevisitorsinTumblrinteractmainlybylikingorresharing,thecontentwasneitherpolarized,norbuilttofireup
an engaging discussion. Instead, it aimed at getting visitors to like, reblog and follow. Throughout the project time
span,thebloggained128followers.
Othersocialmedia
WehavenoticedthatvisitorsinteractedalmostimmediatelythroughFacebook,TwitterandGooglePlussharebuttons
ontheblogpost,ratherthanlikingthepostonthesocialmediapage.Weconsiderthistypeofinteractionparticularly
importanttoourreachandvisibility,sincewhensomeonelikesthepostthroughtheFacebookbuttonforexample,the
activityappearsinallhis/herfriendsnewsfeed.Onaverageourblogpublicationsgeneratedbetween1025Facebook

likes, 11 Tweets and 2 Plus from the share buttons. In comparison, blog posts on the Facebook page generated
between48likesandevenlessinTwitterandGooglePlus.
OurobservationsonRedditcommunitiesshowthatthisplatformisdedicatedtoengagingindiscussions,sovotesand
commentsusuallyfollowedinthefirsthourafterthepost.
Apart from that, another objective was to nurture the brand presence on the social web, relying on highly visual
platforms such as Instagram and Pinterest. We noticed that Instagram is extremely engaging platform as to people
willing to like and follow. Engagement happenned within few minutes following a picture post and the number of
followerswasgrowingfast.AstoPinterest,usersonaverageinteractwithoneofevery1520picturestheyseeintheir
newsfeedmostlybyrepinning,reactionhappenedsporadically,whenourcontentwasshownintheirnewsfeed.
Interactionwithvisitors
Wefollowedtwotypesofinteractionthatcangenerallybeclassifiedas:
PullEncouragingreaderstointeractwiththecontentbyprovidingcatchy,captivatingorcontradictorytitles,
includingquestions(examples:Howtopickupmaninthegym;Mythbusters,etc.).
Calltoaction Direct invitation to get involved in our online and offline events (#BeFreshChallenge,
#RunWithUs,gamessuchasTagyourgymbuddyorGuesswhoisthefitnesscelebrity).
Analytic performance
FromJanuary15toMarch3theblogcollectedintotal17,263visits,14,030visitors,and26,084pageviews.Thus,the
averagepagepervisitis1.51.Visitsareforthe81.27%fromnewvisitorsandtheaveragebouncerateis84.31%.Visits
were mostly from USA (50%), then Sweden (11%), and Canada (9,12%). As a proof of local extent, 1,456 visits were
fromLund,equaltomorethanthe8%oftotalvisits.Alltrafficisorganic.
Thankstotheconsistencytothecontentandbrandstrategy,onaweeklybasis,thebloghadagrowingtrendofvisits.
We reached our goal target as 33.5 % of visitors were aged between 2534 and 27.5% between 1824. Male and
femalevisitorswerealmostequallydistributedandthemaininteresttrackedwassports,runningandwalking(5.49%
oftotalvisitors).
The main referral was Reddit with more than 12,000 visits; the second Facebook (2,000); the social networks Twitter
and Google+ generated almost the same number of visits (each around 0.45%). The secondary Tumblr blog attracted
0.24% of the total visits. The rest of the visits came from communities and forums such as Among Others, Hubski,
Stumbleupon,Thelocal.se.Emailcampaignshadamodestconversionrate(21%)fromvisitorsintogamers.

Analyzingthebehaviour,twodifferentpersonascanbeoutlined:ThecuriousandTheFitnessAdept.
Driver Persona1TheCurious Persona2TheFitnessAdept
AudienceOverview Onevisit
1.3pageviewspervisitandleft
Highnewvisitorrate88%
Highbouncerate90%
Shorttimeonpage

MostlyfromUSA
Morethanonevisit
At least 2 pageviews per visit; the number of
pageviews per visit increases as the number of
visitsincreases
Newvisitorrate47%
Lowbouncerate59%
Morethan1minuteonpage

Mostly from Sweden, Australia, Canada, or

Europe
Source(Referral) MainlyfromReddit MainlyfromFacebook,andotherreferrals
Pagesvisited(Behavior) Mainly visited posts from the #Fresh
category

Visitedpostsfromallthecategories
Someexploredallcategoriesbeforeleaving
Themostclickedcategoryis#FreshFood

Adaptability
1.AdaptingtheblogtocompetefortheBrandBa.sechallenge.Asthechallengewasmainlybasedonuniquevisitors,
wehadtofocusonattractingnewvisitorsratherthanimplementingloyaltyandbrandawarenessinthefitnessniche.
2. Increasing interaction on site, despite the focus on attracting new visitors. We discovered that video content and
calltoactioninthepostsimprovedpageviewsandtimeonsite.
3. Solving the branding dilemma of either providing rich content for the fitness niche and keep our positioning or
increasing the share of entertaining content to reach a broader audience. As already mentioned, we released
entertaining content only on the weekends while providing more than 80% of quality content everyday. We
experiencedthatonlinebrandingdirectlydependsonthecontent.
4. Designing the gaming campaign. Despite the remarkable number of participants (players), the metric
players/pageviewsandplayers/emailclicksrelatedtothefirstchallengepostsuggestedthatwehadnotenoughloyal
readerstoaskforacommitmentsuchassharingcontent.Therefore,thesecond#BeFreshChallengewasdesignedtobe
moreintuitive,withasimplecheckboxandemailsignup.Asaresult,thenumberofparticipantsincreasedwith500%
whencomparedtothefirstchallenge;30%ofviewerswereconvertedintoplayers.(51players/147PV).
5. Adapting to the Tumblr fitness community. We realized that Tumblr is a highly visual platform and therefore, we
focusedonimages,videos,andmusic,thatwereconsideredmoreappealing.WealsokeptthesecondaryTumblrblog
justforvisualcontent,linkingtothemainblog.
6.Contentforthesocialmediastrategy.First,theintentionwastosharethesamecontentoneveryplatformwiththe
intentiontopromoteit.Then,welearntthatbetterresultsintermsofCTRhappennedwhencontentwastailoredfor
eachsocialmediachannel(Appendix,Table1).
7. Building a local community to leverage marketing channels such as local influencers and wordofmouth. We
obtained results with localfocus content (the partnership with Gerdahallen, the list of marathons in Scandinavia, the
#RunWithUschallenge)thatculminatedinachancetoreceivepublicityfromTheLocal.seandLundagrdnewspapers,
as well as a collaboration with the municipality of Lund for the #RunWithUs charity project. Such activities are still
incomplete due to the time limit. We have learnt that, although sharing on the web is instant, building solid
collaborationsrequiresaremarkableamountoftimewhenthepowerofourbrandislimited.
Self- Assessment
Whatdidwedogreat?
topic selection and focused strategy: we chose a booming topic, especially at this time of the year and we
maintainedourfocusonthebrandspromise
stayinlinewiththetrends:discoverednewtrendstoproducehighlyattractivearticlesabout
successfulofflinepromotion:thefirstteamtoscheduleanofflineactivityinECC;organizedanengagingevent
withgreatcombinationofpromotionaltools:freecoffee+energybars+Gerdahallenasapartner.
create popular game: by using the feedback from the first game we reshaped our strategy and developed a
highlyengaginggame
adapt to different types ofbehavior in different socialmedia platforms: we adapted the content according to
userbehaviorineachsocialmedianetworkandweachievedgoodengagementlevelsinallchannels

Whatwecouldhavedonebetter?
improvethefirst#BeFreshChallengebyusingFacebookcommentsratherthanDisqus.
excessiverelianceonReddit:Anincreasedfocusonothersocialmediaandwebsitescouldhavebeenbeneficial
enhancelocalpromotion.Eventhoughwedidverygoodofflinepromotion(ex:partnershipwithGerdahallen),
duetotimelimit,wedidnotsucceedincooperatingwithlocalnewspapersandinpromotingcharityevents.
chooseamorespecificbrandnameinordertoreachournicheanddifferentiatefromthemass.
longtermfocus.Wecouldhavespentmoretimeandeffortsonbuildingloyalty,perhapsbydevelopingfurther
sometopicandbynurturinginteraction.
increasethefocusonvisualaspect,sinceTumblrismainlyavisualplatform

APPENDIX
Table1:Promotionalactivities
CHANNEL CONTENT PURPOSE ACTIVITIES RESULTS
Instagram
http://goo.gl/i
uV9Zq

Highly
motivational
content,
memes,
photos,and
quotes;

Gamessuch
asTaga
squatqueen
Increaseawarenessin
theinstagramfitness
community;
Interactionwiththe
content:likesand
comments
Deliverthebrand
promiseofmotivating
daily
Postsfrequency:46picturesa
day
VisitorsReaction:fewminutes
followingapost
TypeofInteraction:pictures
containingtextandcallto
actiongames.Hashtagsto
ensurereach.
Averageof16likesand1
commentperpost
Gameswerefound
particularlyrelevant,
leadingtoanaverageof5
comments
120totalfollowers
Pinterest
http://goo.gl/
qSRLbW
Pinsofblog
contentand
campaigns

Pinsand
repins
followingthe
blog
categories
ReachthePinterest
fitnessandwellness
community
Linkbuildingtoimprove
SEO

Postsfrequency:onaweekly
basissharingpicturesfromthe
blogfromallcategories
VisitorsReaction:likingandre
pinningissporadicintime
TypeofInteraction:pictures
withorwithouttext,
infographics
Averageof3likesand2
repinperpost
13followers
Twitter
http://goo.gl/
NBavsD
Tweetslinked
toblog
content

Additional
content:
quotesand
images

Increaseawarenessin
thetwitterfitness
community
Interactionwith
mentionsandretweets
Promoteblogposts
Deliverthebrand
promiseofmotivating
daily
Linkbuildingtoimprove
SEO
Improveloyaltywith
followers
Postsfrequency:34timesa
day,simultaneouslywithblog
postsandlessfrequently
independenttweets
VisitorsReaction:favorited
postsfromthe#freshcategory
TypeofInteraction:tweets
abouteachblogpost,photos
fromInstagramaswellasre
tweetsfromothers.Hashtagsto
ensurereach.
Interactionwitha
numberof"favourites"
and"retweets",mostly
relatedtoquotes,
motivationalsentences,
imagesandinstagram
links
Lessinteractionwith
linkstoblogcontent
151tweetsand498total
followers

Google+
http://goo.gl/
YxaHG4
Promoted
blogposts
content

Sharing
contentinthe
Google+
fitness
community
Increaseawarenessin
theGoogle+fitness
community
Linkbuildingtoimprove
SEO
Improveloyaltythrough
addstocircles
Postsfrequency:34timesa
day,simultaneouslywithblog
posts,promotingofflineevents
andpostingindependent
pictures
VisitorsReaction:withinthe
firsthourfollowingapost.
TypeofInteractionfollowing
fitnessrelatedpages.Posting
bothrelevantandfuncontent.
Hashtagstoassurereach.
Commentsregardingthe
blogcontestandopinions
aboutthemusicplaylists
72"plus"tothepage,12
addstocircles
Averageof1plusand0,4
reshareperpost

Facebook
http://goo.gl/
5QNyuf
Promoted
blogposts
content
Increaseawarenessin
Facebookfitness
communities
Postsfrequency: 34timesa
day,simultaneouslywithblog
posts,independantposts
Secondbiggestreferral
toblogcontent
Highloyaltyofreturning

Content:
images,
quotes,
questions

Sharing
contentin
Facebook
fitness
communities
Linkbuildingtoimprove
SEO
Improveloyaltythrough
fanbuilding
Engagementwithfans
VisitorsReaction: Likes
generatedmostlythroughthe
socialmediabuttonontheblog,
ratherthanthroughtheFB
page.Reactionwithinthefirst
hour.
TypeofInteraction:veryactive
topostbothrelevantand
engagingcontentonourFB
page,participateindiscussions
inFBpagesandpromote
contentinFBgroups
visitors
378totallikes

Tumblr
(secondary
blog)
Content:
images,
memes,
infographics,
relatedto
fitness
Reachingthewideimage
sharingtumblrfitness
community
Redirectingtoourmain
blog
Postsfrequency: dailyreblogs,
mainlypictureswithtext
VisitorsReaction:likesandre
blogswithinthefirsthour.
Scrollingalsopermitted
interactionwitholdercontent.
TypeofInteraction:every45th
postwasareblogfromour
primarypage.Highly
motivationalposts,mainly
visuals.Hashtagstoensure
reach.
Averageof2reshares
perimage
40totalfollowers

Email Information
andupdates
aboutour
campaigns
Promotionof
content
Leadgeneration:gather
contactsanddataabout
userstotargetourcontent
Increaseloyaltythrough
emailmarketing
TypeofInteraction:
exclusivelyrelatedtotheoffline
event.Asingleemailwiththe
linktoparticipatesentoutto
registeredcontacts.
123responsiveemail
contacts
11%clickthroughrate

Offline Partnership
withLunds
gym
Gerdahallen

Freecoffee
standsinthe
mainhallsof
Lund
University
Collectleadsand
contacts
Increasebrand
awareness
Promotecampaigns,
especiallythelocalbased
ones
TypeofInteraction: Afollowup
articleaboutGerdahallen,right
beforethecontestwas
announced,promotedinall
socialmediachannels
Raisedawarenessabout
thepartner,increased
interesttoparticipate
60responsiveemail
contacts
Forums,
media,
websites,
influencers,
etc.
Collaboration
withmedia,
otherblogs,
sports
associations,
sportsmen,
newspapers
Promotecontent
Buildpartnershipand
brandproponents
Reachinfluencers
TypeofInteraction:
Collaboration
ArticleinLundagrdlocal
newspaper(stilltobe
published)
Sharesandpostson
someinfluencerssocial
accounts

Table2:OffpageSEOtactics
WHAT? HOW? WHY?
Customdomain Buycustomdomain Trustworthiness;image
Metatags Shortandcatchy,richin keywords IncreaseCTRinGooglesearch
Socialmediapresence
(Facebook,Twitter,Google+,
Pinterest,Instagram,Spotify,
StumbleUpon)
Presentinthebiggestsocialnetworksand
deliveringcustomizedcontentaccording
tothespecificnetwork
Createawareness;blendwiththe
networkcommunity;drivetrafficto
thewebsite
Tumblrtheme Chooseeasytonavigateandresponsive
theme,suitablealsoformobiledevices
Facilitateeasybrowsing,trustand
imagebuilding
TumblrSEO Interactwithrelatedblogs(like,comment,
reblog)
2
nd
Tumblraccountwithpicturesonlyand
linkedtomainone
Createawareness;drivetraffic;
BlendinwithTumblrusersprovide
greatpicturesandredirecttomain
websiteforinformationalcontent
Google Submitpagelinksforindexing(total
indexed:148pages)
Increasegooglesearchtrafficand
pagerank
Directorysubmission Submittedto9majordirectories(still
waitingforapprovalandlisting)
Increasegooglepagerank
Externallinkbuilding Cooperationwith3fitnessrelatedblogs
RevivalBootCamp
FreeRunninginSweden
AdamTariprofessionalbody
building
Increaseawareness;drivetraffic

Table3:OnpageSEOtactics
WHAT? HOW? WHY?
Title/tags Usageofcatchy,shortandprovokingtitlesforeach
articlewithkeywordsincluded
IncreaseCTR
URL UsetitletagasURL Short,catchyandfilledwith
keywords
Keywords
density
Definekeywordsforeachcategory.Upto5%
keywordsdensityineachpost.
ImproveGooglerank
Internallink
building
Byusinganchorlinks,weconnectedrelevant articles Increasethetimespentonsite;
ImproveGooglerank
Externallinks Linkthecontentsourcestotrustedwebsites Increasetrust,pagerank