We saw that integrated channels were underperforming due to the pandemic, and turned to an out-of-the-box approach to launch this new product range. We narrowed in on the most efficient way of building awareness alongside product education and interest. Where integrated channels were lagging, influencers were taking the baton, so we put them at the forefront of our strategy to create conversation and conversions. We mobilised a team of influencers across Australia to create and deliver content that was more than just authentic and relevant: by embracing cultural diversity and working with niche or ‘micro’ influencers, we were able to reach a broader range of fitness audiences across the nation.