Doug the Pug — Ramon Ariel

Social Content

Client: Planet Fitness - Social
Role: Associate Creative Director - Copy
Agency: Hill Holliday

Awards
2017 - Gold - Shorty Awards

NEW YEAR’S EVE WITH 2017 INSTAGRAMMER OF THE YEAR DOUG THE PUG

Challenge
New Year's Eve and January is Planet Fitness' most important time of year, it's the time of year most people join a gym. We were asked to come up with an idea that would make a splash on social during this time period.

Solution
We partnered with Doug the Pug, one of the most judgement free influencers on the internet. We created content that was shared on both Doug the Pug and Planet Fitness' social media channels. Doug is known for loving pizza and doing being very chill, so he was the perfect fit for Planet Fitness who doesn't judge how much or how little you work out.

Results
The internet loved it! So much so that it was Doug the Pug's highest viewed Instagram video ever.

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.