My Role
With a budget of over R$1M and 28 profiles, I was responsible for the strategy, execution, and analysis of the Influencer Campaign held for the rebranding of Wellhub (formerly Gympass).
What I did
Creative Strategy & Planning
Briefing and Agency relationship
Approvals and Analysis
Rebranding Campaign
Gympass, as an already well-recognized brand, had a few different challenges during the rebranding process for Wellhub, all of which were considered when creating the strategy and influencer briefings. A few things were especially considered:Why
It was important that people, even if they didn’t agree with the change, understood the reason for it and how the brand changed to support the mission.
Name
Considering that the change was from one English name to another, it was important to reinforce the new name considering our social and regional differences.
Reactions
Based on benchmarks and behavior analysis, the influencer strategy also supported the need to increase positive sentiment about the change.
Influencers Big Numbers
6.5M
of people reach
9.6M
of impressions
600K
of engagement
28
profiles
105.4M
of followers
Influencers Content
Take a look at some of the content created by the influencers: