SHAPE LAUNCHES “PERSONAL BEST” CAMPAIGN TO KICK START 2017
SHAPE, the leading millennial women’s active lifestyle brand with an audience of more than 14 million, has launched its “Personal Best” editorial campaign and digital platform. The year-round campaign will help users reach their own unique goals, and keep them engaged and motivated for the new year and beyond.
Each month, the Personal Best hub on Shape.com will spotlight a new goal – like eating healthier, getting more sleep and training for a new race – and give users the practical tools and social support to achieve it. For the January launch, the program also features influencer-developed 30-day fitness and healthy eating plans designed to jump-start 2017.
“Goals don’t stop just because resolution season is over, which is why we’re so excited to launch Personal Best and inspire our audience to live their best lives 365 days of the year,” says Amanda Wolfe, Senior Digital Director of Shape.com. “We’re looking forward to cheering them on through every small win and big milestone, and we’ll be there for them with the encouragement to keep going when they lose motivation or experience a setback.”
The site will regularly publish original editorial content – from service pieces with research-backed advice and news features to first-person stories and custom videos – tailored to each month’s goal.
Across social media, SHAPE will host Facebook Live chats, feature Instagram and Snapchat takeovers with influencers, and share original motivational videos and graphics. SHAPE’s editors and influencers will join in on the challenges, as well, and update followers on their progress through the hashtag #MyPersonalBest.
In addition, SHAPE launched a Personal Best Facebook group to build community and encourage followers to support each other in reaching their goals. The group will be moderated by SHAPE editors and guest influencers.
January’s goal focuses on fat burning and healthy eating, with a workout created by trainer and Instagram fitness sensation Anna Victoria. The routine features 9 fat-burning moves, with tips on how to kick it up a notch each week. Accompanying the workout is a 30-Day Shape Up Your Plate diet challenge with exclusive, original recipes and a meal plan created by SHAPE advisory board member and registered dietician Dawn Jackson Blatner.
Personal Best is just the latest editorial campaign SHAPE has launched in the past year. In April, the brand kicked off the multiplatform Love My SHAPE body confidence campaign with the goal of inspiring women to embrace their unique physiques. To date, the campaign has generated more than 200 million impressions and 10,000 user-uploaded media featuring body-positive messages, images and videos.
These digital-focused programs have also contributed to the success of Shape.com, which generated record-breaking traffic in 2016, receiving an average of 6.22 million unique visitors per month from March to June – a 58 percent increase in unique visitors year-over-year.
Launched in 1981, SHAPE helps women achieve the best versions of themselves while understanding that healthy living is more than an endgame—it’s a source of personal joy and lasting reward. SHAPE magazine is published 10 times a year with a rate base of 2.5 million and an audience of more than 14 million, reaching women across all platforms, including the 10.4 million users on Shape.com and Fitnessmagazine.com, and through award-winning consumer events and innovative brand extensions.