Human & Personal Services
A Creative Reset That Held Through Lockdown
Chameleon resets Blink Fitness's creative and paid media, then sustains members with daily live content through the 2020 lockdown.
Blink Fitness
The Client
- Company
- Blink Fitness
- Website
- blinkfitness.com
- Industry
- Health, Wellness and Fitness
- Headquarters
- united states
- Employees
- 501-1000
About Blink Fitness
Blink Fitness has been rebranded and acquired by PureGym, operating as PureGym US with 50+ budget gym locations across New York, New Jersey, Maryland, and Virginia. The company offers flexible, no-commitment gym memberships with 24/7 access targeting price-conscious fitness consumers in the mid-Atlantic region.
The Challenge
With a new CMO, Blink Fitness wanted to overhaul its creative strategy to be more interactive and vibrant and to strengthen its paid advertising. An immediate problem: a New Year's Eve campaign from another agency had fallen flat. Blink needed a fast, effective course correction.
Our Approach
Chameleon Collective brought refreshed creative concepts tailored to Blink Fitness's brand, and went beyond ideation to strengthen Blink's in-house capabilities, onboarding skilled talent who could execute the work quickly.
The Impact
The partnership proved its value during the 2020 Covid lockdown. Even with our creative team reduced from 12 to 3, we pivoted to daily live fitness content that kept gym-goers engaged while locations were closed. With physical gyms inaccessible, the work kept Blink's community active and helped maintain and grow memberships through always-on digital content.
The Work
The Team
The Chameleons who delivered this engagement.
Practice Areas
CopywritingBrand StrategyMarketing StrategiesGrowth Strategies
