NYE with Doug
Planet Fitness
Assc. Creative Director
Hill Holliday
Planet Fitness
Assc. Creative Director
Hill Holliday
To dominate the high-stakes New Year’s fitness rush, we ignored the fitness influencers and hired the internet's laziest icon. By partnering with Doug the Pug, we subverted the intimidating "New Year, New You" narrative, replacing guilt with a pizza-loving dog who embodies the "Judgement Free" philosophy. We proved that to break through the January noise, you don't need six-pack abs; you just need a vibe that welcomes everyone .
Awards
2017 - Gold - Shorty Awards
While the content performed exceptionally well in front of Doug’s highly engaged audience, it also drove record breaking performance across Planet Fitness properties. The video of Doug finding his happy place was our most viewed, most shared and most engaged with piece of content of all-time.
2 million views
14,000 shares and 1 million engagements on Facebook.
8.04M impressions for Planet Fitness
68% jump in brand mentions on social compared to the same period last year.
