LiveFitter's Optimum Nutrition Athlete Search Goes Viral

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Instagram "Short Form" videos help potential Optimum Nutrition athletes go viral.

Spearheaded by LiveFitter, the marketing firm behind the Optimum Nutrition Asia, the Fitter U campaign aims to create and empower fitness key opinion leaders for the brand. The male and female winners of the campaign will each receive a $10,000 Optimum Nutrition Contract.

Throughout the Fitter U campaign, over 200 participants were provided the tools to achieve their specific fitness goals. These included educational workshops from Optimum Nutrition's brand advocacy manager, Jay Jacobsen to Dr Teoh Chin Sim, a medical advisor to the Singapore Sports Council. Together they shed over 1,400kg, lifted more than 80,000kg and ran close to 25,000km.

Potential athletes were personally mentored by Jonathan Chew, the founder of LiveFitter, who shared his experiences on working with industry leading athletes. The exercise required the top 12 athletes to amplify themselves on their various social media channels, and was supported by LiveFitter's Instagram "Short Form" videos which were filmed and edited in real time.

The 4-day exercise garnered 1,564 likes and 348 comments, through official posts on Instagram. The athletes themselves generated 5,018 likes (180% increase) and 209 comments (151% increase) in organic "crowdsourced" Instagram outreach. Concurrently, 2,651 likes were garnered on Facebook.

The Workshop was held at Ion Orchard on the 6th of April 2014, with Porsche Carrera Cup Asia Driver Yuey Tan & Fitness & Motorsports Personalities Claire Jedrek sharing their experiences as athletes.

For information on the campaign, check out:

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Jonathan Chew
since: 08/2012
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