Best Small Business Social Media Campaign

The Shed Fitness Studio needed to stand out in a saturated market but had nearly nonexistent funds for paid media. Preston Kelly was tasked with helping The Shed engage current members, increase class attendance and build awareness with prospective members.

The Shed focuses on results, not frills. Preston Kelly identified social media as a relevant and low-cost channel to reach potential members who were enthusiastic about their wellness and would identify with the studio’s environment.

In surveying the competitive landscape, Preston Kelly discovered a sea of fitness ads featuring attractive models with washboard abs and perfect tans. With research showing that feelings of self-consciousness pose a barrier to fitness, The Shed wanted to stand for more than a photoshopped beach body. Preston Kelly set out to bring the approachable atmosphere of The Shed to life and engage people of all fitness levels. And thus, the #SweatbeardChallenge was born.

The Sweatbeard Challenge embraces the fact that a real workout isn’t glamorous. It’s sweaty and raw. The attention-getting social media photo contest empowered current and prospective members to take pride in their hard-earned sweat. The contest challenged contestants to show off the moist triangle of awesomeness on their shirt, blossoming just below their neck.

Sweatbeards are the visual result of a great workout. And they’re very share-worthy.

Contributors:

EVP/Creative Director:	Chris Preston
ACD:	Melissa Tresidder
Senior Copywriter:	Charlie Tournat
Social Media Strategist:	Lauren Fink
Account Manager:	Liz Sipley
Senior Broadcast Producer:	Anne Swartz
Senior Production Manager:	Krista Krabel
Senior Production Artist:	Mike Fritz
Director, Editor:	Mick Uzendoski (Drive Thru)

PRESTON KELLY

Website: prestonkelly.com/

Location: United States

About the Agency:

Preston Kelly is a creatively-powered, strategically-driven agency that believes in the power of Iconic Ideas. Recently named to the Effie Index of the top 100 most effective agencies in America, Preston Kelly's Iconic Ideas not only connect with your consumers in digital, social, TV, radio, events, print, identity or point of purchase, they engage and inspire your entire organization.