Use of Social
Client Reebok India
Brand Reebok
Agency Isobar India
Brief Reebok India was aiming to inspire the country to get ‘fit for life’. We wanted to communicate that fitness is for everyone, no matter who you are and what you do. But, encouraging everyone to take up fitness as a way of life was the biggest challenge for us. The need was to project Reebok as an enabler of fitness for the whole nation.
Scale & Location
 Location/Platform: We knew that our target group is looking for fitness motivation and mentors on the internet, especially on social media. They follow their favorite inspirational personalities on Twitter, they interact with them on Facebook. So we optimized the campaign for the platform where our audience was not only present, but also active i.e. Social Media.
Cultural Context
 Location/Platform: We knew that our target group is looking for fitness motivation and mentors on the internet, especially on social media. They follow their favorite inspirational personalities on Twitter, they interact with them on Facebook. So we optimized the campaign for the platform where our audience was not only present, but also active i.e. Social Media.
Solution
 To take Reebok’s mantra to masses, we needed someone whose job doesn’t need them to be fit, but had the charisma to motivate many. So, we partnered with India’s most popular bestselling author, Chetan Bhagat to promote fitness in India.
Reeboot100 was a campaign featuring a writer moving out of his comfort zone – writing – to get into the zone of complete fitness in a span of 100 days.
Results:
 Reeboot100 encouraged the country to adopt fitness as part of their lifestyle like never before.As far as the numbers are concerned, we achieved earned media worth INR 10.7 million and gained brand engagement worth 10.5 million. The campaign resulted in an overall increase in fan engagement by 797%.Total impressions on Facebook and Twitter were 7.47 million and 1.92 million, respectively.
Insights
 People in India think fitness is only necessary if your profession demands so. The thought of staying fit for oneself is alien to them. Reebok, seeking ownership of the fitness category in India, wanted to change this perception. We wanted to communicate that fitness is for everyone.