Asics goes for influencer-led UGC strategy during coronavirus pandemic

Staying fit is one of the biggest priorities in this lockdown period caused by the Covid-19 pandemic. A lot of people visit gyms, go out on a walk and run to stay fit, but due to the lockdown, they are forced to remain within their homes. Therefore, a lot of brands have launched different kinds of social media campaigns that focus on how people can continue their fitness quotient high even in this stay at home period.

Asics utilised the social media influence of its brand ambassador Tiger Shroff to launch a user-generated content campaign last month. The campaign started with Shroff sharing a video on Instagram of him doing various exercises at his home. In the description of the video, he mentioned how he manages to do exercise at home and asks his fans about their routine to stay fit by using the hashtag #StayFitStayStrong and tagging Asics India in the post.

Tiger Shroff’s Instagram post:

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Tiger Shroff (@tigerjackieshroff) on Mar 29, 2020 at 1:28am PDT

The brand utilised a few more influencers to amplify the campaign. Such campaigns fetch instant awareness for the brand. Also, creating a fitness campaign adheres to Asics positioning as well.

The brand was able to fetch more than 28 million views in an estimated media value pegged around Rs 35 lakh for the campaign. The brand seems to be fond of influencer marketing, according to the Sheeko Brandscore graph below.

Sheeko Brandscore graph of Asics’ performance on Instagram:

Asics has made its Asics Studio at-home workout app available for free to anyone on the mobile fitness app, powered by Runkeeper. The Asics studio offers on-demand workouts with trainer-led audio, curated playlists and visual cues.