Challenge: Fitbit faced the perception of being solely a fitness tracker, limiting its relevance in a wellness landscape increasingly defined by mental, emotional, and social health. We needed to shift consumers understanding of Fitbit’s capabilities to position it as a holistic wellness brand that aligns with the evolving needs of young adults.

Strategy: Show how measuring every moment matters.

Solution: We partnered with Conde Nast and Vox to create a rich content ecosystem that aligned Fitbit with the routines of young adults.. Our strategy used relatable stories to demonstrate Fitbit’s role in supporting areas like sleep, stress, and mindfulness, embedding the brand in a broader wellness conversation.

Results:

• Generated 52M+ impressions and 4.7M video views, surpassing delivery goals by 8%, while repositioning Fitbit as a brand for holistic wellness.

• Delivered an 18% lift in unaided awareness, highlighting the growing consumer alignment with Fitbit’s broader wellness narrative.

Strategy + Creative: Harley Garner
Production: Annabelle Ratcliffe, Tyler Reichert