JAXJOX: Fitness product launch and PR and influencer campaigns

THE CHALLENGE

Connected fitness brand JAXJOX turned to Cherish PR to deliver a powerful fitness PR campaign for the UK launch of its smart Kettlebell and Foam Roller products. The launch heralded the evolution of digital fitness, connecting equipment to apps that enabled users to change weight, track reps, sets and calories burned using built-in sensors and in-app tracking.

OUR APPROACH

We focused on fitness, lifestyle, consumer and tech across digital and broadcast media, as well as high-reach influencers to ensure we delivered maximum exposure for JAXJOX, driving the very best opportunity for purchasing intent.

Then, our team designed and executed a tailored fitness and lifestyle PR strategy that combined:

– Influencer storytelling across social platforms

– Product features in lifestyle and fitness media

– Editorial reviews and targeted sampling

– Consumer tech media engagement

– Broadcast media and TV product placement

THE RESULTS

The social first launch campaign achieved multiple influencer posts including an ongoing partnership with Adam Collard (1M+ followers) who featured the smart kettlebell across his Instagram channel, further boosting the campaign’s lifestyle appeal.

Across digital media, the initial six-month launch achieved 58 media placements, 87% in tier one media, 83% featuring a backlink. This was followed with a further 98 placements across the first year of ongoing PR, of which 54% were in top tier media.

Highlights from the launch PR campaign included:

The Guardian

BBC The Gadget Show

Mail Online

Metro

Women’s Health

ITV2 Love Island

GQ

City AM

Independent

Coach

If you’re interested in PR to support your brand or business, have a look at our portfolio, review our services and get in touch at: info@cherishpr.com