About
Throughout my degree I have developed a broad range of skills strengthening my understanding of branding, consumer behaviour, digital marketing, trend forecasting and campaign development. I have also had the opportunity to complete a placement year during my time at university, where I worked as the UK Marketing Intern at New Balance developing valuable industry skills across ampaign support, event coordination, brand communication and collaborative project work. All of which taught me the importance of adaptability, organisation and clear communication whilst building my personal confidence. As I move forward in my career, I hope to continue developing within a marketing or PR focused role, particularly within the fashion and lifestyle industry, combining creativity with strategic thinking.
Project overview
Beyond Movement
Beyond Movement is a uniquely curated community events series combining fitness and culture, with a purpose of producing memorable experiences for consumers, whilst building brand awareness and loyalty.
The events will encourage attendees to prioritise a more meaningful form of metrics by bringing the enjoyment back to our fitness. The core values of community, empowerment, authenticity and experience shape a dynamic environment where sport meets lifestyle - creating not just events, but a culture people want to be part of.
The message behind the campaign encourages consumers to ‘move with purpose, live with passion’. Where a heart rate is raised because of the music not the miles, and muscles ache from laughter, not strain. The campaign shows consumers how the events are moving beyond traditional metrics of exercise and instead measuring the emotion that you feel during your workout creating a more fulfilling experience. It will persuade consumers towards purchase with an emphasis on the social currency of attending the event by capitalising on the fear of missing out, which is essential to target the primary consumer.
The slogans boost your rep, step up your social, go beyond movement, feature throughout the campaign to promote the idea that attending a Beyond Movement event will boost your reputation and social status.
Photographer : Dave Schofield
Models : Lizzie McCabe, Zoe Leadbeater, Luke Terry
Campaign Image for Beyond Movement
Event pack that participants would receive at Beyond Movement events
OOH placed in areas heavily visited by commuters
Beyond Movement Strava route with branded touch points along the way
Instagram launch posts
