Fitbit Branding campaign

1. Final Branding Campaign
Madde Jordan, Addison Wolf, Brianna Beitzel,
Tara Davis and Carly Harshbarger
Journalism 355

2. Table of Contents
Table of Contents 2
Introduction 3
Situation Analysis 3
Company Analysis 3
Product Analysis 4
Market Analysis 4
Consumer Analysis 5
Competitor Analysis 6
SWOT Analysis 7
Issue Identification 9
Campaign Objectives 9
Target Audience Segmentation 10
Demographic Segmentation 10
Psychographic Segmentation 10
Geographic Segmentation 10
Behavioristic Segmentation 11
Justification of Selected Target Audience 11
Research on Target Audience 11
Campaign Tactics 12
Strategies 12
Creative Brief 14
Objectives 14
Benefits of Product 14
Target Audience 14
Brand Personality 15
Brand Perception 15
Brand Positioning 15
Tone 15
Message 16
Media Planning 16
Media Objective and Strategy 16
Media Schedule 17
Advertising Examples
Conclusion 19
Works Cited 20

3. Introduction
Fitbit, an American company known for its activity trackers, has become a well
recognized brand to consumers. The Fitbit products share the company name and include
different activity trackers that measure steps, calories burned, and deep sleep cycles. We have
selected the Fitbit brand because of the current popularity surrounding activity trackers and the
ability to improve their consumer perception and increase overall sales.
Situation Analysis
Company Analysis
Fitbit was built around the idea that fitness is not just gym time, it’s all of the time. This
philosophy tells consumers that every step they take is improving their fitness inside and outside
of the gym. Fitbit’s mission statement is, “To empower and inspire you to live a healthier, more
active life. We design products and experiences that fit seamlessly into your life so you can
achieve your healthy and fitness goals, whatever they may be” (Fitbit.com, 2016) This gives the
fitness tracker customer base a sense that they are buying a product from a company whose main
goal is not to make money, but to help achieve a healthier and more active life. While Fitbit has
historically been a consumer brand, in February of 2016, they rolled out their digital healthcare
strategy (Brohan, 2016). This healthcare strategy would make Fitbit a digital and mobile
healthcare platform within the corporate world. Essentially, for a subscription fee companies
would gain access to their employee’s health information through data provided by Fitbit.

4. Product Analysis
The brand is passionate about health and fitness, which is the sole reason for their many
Fitbit products. The first Fitbit product was launched in 2009 as a wearable tracker device you
could clip onto your clothes. Their first product was successful, but they knew in order to reach a
larger market, they needed to pair with larger partners such as Best Buy to gain more customers.
In a feature on Fitbit on the website Wearables, Gary Marshall said, “One of the reasons
for Fitbit’s ongoing success is its investment in new models.” Fitbit has continued to release new
models, which has increased their product line. Fitbit has seven different products that fit into
three different categories: everyday fitness, active fitness and performance fitness. The everyday
fitness line focuses on steps throughout the day and it also tracks your sleep. The active fitness
line focuses on steps, sleep, tracking heart rate, different fitness modes, breathing and GPS.
Lastly, the performance fitness line includes all of the above in a more fashionable way. The
performance fitness line is very similar to the Apple Watch, however Fitbit seems to have more
success in the market.
Market Analysis
The wearable technology market is on the rise, especially when it comes to fitness
tracking. Due to the fact that Americans want to live healthier lifestyles, wearable technology
makes it easier for us to live healthier and track our progress without having to carry around a
phone while being active. According to the 2015 Mintel Report, ​Wearable Technology, “Sales of
fitness trackers are estimated to be reaching nearly ​$4 billion​, thrusting forward based on higher
volumes of sales, the ability of segment leader Fitbit to make gains, and products that are

5. continually being provided with new features such as stress monitoring and social media
notifications.” In other words, the market growth and potential is increasing as wearables for
fitness are becoming more innovative. As stated in the 2015 Mintel report, sales will continue to
quickly rise into the year 2016 to exceed $7 million. This growth will apply to other technology
such as smartwatches and wearable cameras. Additionally, Fitbit holds a 25% market share
making them leaders in the fitness tracker wearable market.
Due to the quick rise in sales, fitness trackers are now hitting the maturity phase in the
market, but will still see growth with new innovations to the technology. Music streaming is
likely to be a development in this technology, since it would make the technology more
convenient while being active. Additionally, possibilities for different styles and more brands
will enhance the competitive environment of the wearable and fitness tracker market. Overall,
the wearable technology is an emerging trend that is not going away, but developing at a fast
pace.
Consumer Analysis
Fitbit has maintained a healthy and active appeal to consumers. Fitbit’s current
consumers include women and men ages 18-34. Fitbit consumers are active, or trying to become
healthier. However, the average consumer is between 18-34 years old. According to a study done
by Mintel, “​Young adults from households with household incomes above $75K show elevated
adoption.” The study also claims, “those age 18-34 from mid- to higher-income households are
three times as likely as all respondents to own a smartwatch or GPS watch, as well as heavy
levels of over indexing on fitness bands, the Apple Watch, the Samsung Gear smartwatch, GPS
watches, and wearable cameras.”

6. These individuals are young professionals and have a disposable income. The consumers
are middle class and are trying to live a healthy and happy lifestyle and the average consumer is
female. According to Mintel, “ ​When it comes to fitness tech ownership, women are already
ahead of men, with 14% of women owning a tracking device, as compared to 10% of men”
(2016). ​Consumers living in Suburban areas are targeted consumers. According to the Fitbit
Website 70% of consumers walk for fitness (2016). Fitbit consumers lead busy lives and are
typically on the go and are looking to improve their health or maintain their health. With that
being said, they look for simpler solutions,like a fitness tracker, to help them stay updated
throughout their busy days.
Competitor Analysis
Despite having the largest market share in the industry, Fitbit faces many competitors in
the wearable technology market and even more specifically, the fitness tracker market.
According to the 2015 Mintel Report, Fitbit’s competitors in the wearable technology market
include Apple, Xaomi, Samsung, and GoPro. In the fitness tracker market, their competitors
include Garmin, Misfit, and Jawbone. Altogether, Fitbit’s top competitors are Apple, Garmin,
and Samsung (Hulkower, 2015). Below is a breakdown of their strengths, weaknesses, and
market share.

7. Strengths Weaknesses Market
Share
Apple ● Is a part of the apple
ecosystem
● Continuously updates
bands to keep the product
relevant
● Includes GPS and is
water resistant
● Extremely high price at
$350
● Smartwatch is completely
dependant on iPhone
7%
Garmin ● Known for strength of
wristbands
● Appeals to golfers and
runners
● Generally inexpensive
(price can be as low as
$60)
● Low price implies low
quality
● Overshadowed by brand
name of FitBit
● Has not found a way to
make themselves unique
6.9%
Samsung ● Easy to remove band
● Excellent battery life
● Made to look like an
actual watch
● Low market share
● Awkward way of charging
device
● Expensive price for
appearance of product
1%
SWOT Analysis
Strengths
Fitbit launched its first product in 2009 and has rapidly grown to become one of the top
competitors in the US fitness trackers market. Fitbit was ranked on top in ​Time Magazine’s
article, “26 Fitness Trackers Ranked From Worst to First” (Taylor, 2014). Fitbit has a strong
brand presence in the United States and on social media. In 2015, Fitbit ranked among older
brands such as Nike in the article, “9 Brands with Brilliant Facebook Marketing”, where Fitbit
was praised for less of their products and focused on actually promoting healthy lifestyle tips

8. (Speier, 2015). Fitbit trackers measure are able to measure steps, heart rate, stairs climbed,
calories burned and even deep sleep.
Additionally, Fitbit is paired with well known designer Tory Burch, creating fashionable
bracelets that conceal the fitness tracker (wareable.com, 2016).
Weaknesses
Fitbits weakness is their lack of fitness/health credibility. According to the article,
“Fitness Trackers are Long on Hype, Short on Credibility”​, the author suggests that has not been
scientific exploration of whether fitness trackers work like they should (Hernandez, 2013).
Additionally, a majority of the Fitbit trackers are not waterproof, a feature that is a deciding
factor for many athletes.
Additionally, the look of a Fitbit is not as fashionable as some wearers may like. The
bracelets can be rather bulky. Further, consumers are unaware that Fitbit is paired with Tory
Burch, a fashion designer, to create bracelets to conceal the fitness tracker. This could be
important information to take into consideration for the brand if they want to change this
unnattractive image
Opportunities
As mentioned before, Fitbit is partnered with Tory Burch, however this is not well known
among consumers. An opportunity for FitBit would be to highlight this in their advertising. By
pairing with a fashion conglomerate, consumers will always have a need for Fitbit due to its
up-to-date style.

9. Threats
There is criticism regarding the accuracy of the information provided by Fitbit fitness
trackers. They have had to encounter the law due to inaccurate reading for the heart monitors.
Additionally, the competitors in the fitness wearable market include Nike+, Jawbone, and
Garmin. These fitness tracker could potentially be more accurate, making consumers consider
these other competitors.This could potentially be an issue because consumers will be less
inclined to purchase fitbit with this negative image.
Issue Identification
After conducting our situation and SWOT analysis, a major issue for Fitbit is that they
are not known for being partnered with designers. They are also not known for being an
attractive accessory to wear all of the time. Knowing this issue, we need to brand ourselves as
one of the the fitness trackers that is trendy and fashion forward. This can potentially put us
ahead of our other competitors with this trendy image. Consumers will be more inclined to
purchase fitbit if it is has a more fashionable image and associated with other trendy brands.
Campaign Objectives
In this year-long campaign we hope to change consumer’s perception of Fitbit. We want
them to realize how trendy and fashionable the wearable technology can be. We hope to increase
sales by 7% over one year. By pairing with Tory Burch, this should be able to attract a larger
audience and create a demand. With that being said, we hope to have Fitbit in 100 of the 180
Tory Burch stores nationwide by the end of the year-long campaign. Given the location of our

10. target audience, there needs to be locations near large cities in order to purchase the Tory Burch
Fitbit bracelets and accessories. Additionally, we hope to increase our social media followings
by 10% within the first 8 months. Our target consumer is up-to-date on social media and we hope
to attract them through the social platforms that they already use (i.e instagram, pinterest, etc.).
Target Audience Segmentation
Demographic Segmentation
Demographically, the target audience of our campaign is women ages 25-44 with
upper-mid income levels, college degrees, and management/professional employment levels.
These women currently are in the young and single, newlyweds or new family stages of the
family life cycle.
Psychographic Segmentation
The campaign will target two Nielsen PRIZM segments: Up-and-Comers and Upward
Bound. Up-and-Comers are interested in travel, the latest technology, athletic lifestyles and late
night entertainment. Those in the Upward Bound segment are very similar in that they are
interested in yoga, technology, shopping online and international travel. Both of these segments
fit well into the Experiencer type of the VALS assessment. Experiencers are up on the latest
fashions, want everything, are the first in trends, are sociable and love physical activity.
Targeting Experiencers will fit the brand image of FitBit.

11. Geographic Segmentation
Geographically, our campaign will be nationwide but specifically target those who are
residents of second cities and the suburban and metropolitan areas of larger cities.
Behavioristic Segmentation
In terms of benefits sought, Fitbit will target those who seek not just a healthy lifestyle,
but a trendy and fashionable one as well. More specifically, FitBit will target those who are tired
of the boring, clunky look of most fitness-tracking wearables. In terms of user status, FitBit will
target potential and regular users of fitness-tracking wearables. The potential users mentioned are
not yet users because they have not yet been exposed to a fitness-tracking wearable that would
meet their trend and fashion standards. Regular users will also be targeted because with the
added appeal of a trendy and fashionable product, those already loyal to FitBit may be interested
and those loyal to competitors may become switchers and switch to FitBit.
Justification of Selected Target Audience
FitBit should target women ages 25-44 with upper-mid income levels, college degrees,
and management/professional employment levels who are Experiencers and interested in
technology, fashion, trends, and athletic lifestyles. Targeting this group will be key because it
will help in positioning FitBit as a quality, trendy, fashionable fitness-tracking wearable. Though
this, FitBit will meet the pre-existing needs of those selected.

12. Research on Target Audience
Women ages 25-44 in Media:
● 25-34 use all social media sites, but Snapchat, Instagram and Pinterest rank the highest.
● 35-44 are highest in LinkedIn users. “Reaching women in this age group on Pinterest
would be beneficial for marketers.”
Women ages 25-44 Health:
● According to MetLife and research by the CDC, 68.6% of women are in “Excellent/Very
Good” health, 23.9% have “Good” health and 7.4% have “Fair/Poor” health.
Women ages 25-44 Physical Activity:
● In Women’s Health 2010, women 18-24 and 25-44 were more likely to engage in
adequate physical activity
● White women were more likely to report adequate physical activity than non-Hispanic
Black or Hispanic women
Campaign Tactics
Strategies
Our strategies will be used in a way to attract our target consumer. One tactic is to use
billboards. Our target audience leads a busy life and are traveling to and from work. That being
said, a billboard will be noticed on their commutes. Additionally, social media platforms such as
Pinterest, Instagram and Snapchat will be used. Our consumer is aware of current trends and
social media will be observed. Additionally, social media will be at the audience’s fingertips

13. since they have computers and cell phones on themselves at all times of the day. These methods
will help us with our objective to increase sales by 7% because consumers will be exposed to the
product daily.
On top of these tactics, we will also use influencer marketing strategies. Kayla Itsines is
famous for her “Sweat with Kayla” workout events as well as her “Bikini Beach Body Guide.”
Kayla has over 1 million Instagram followers, which makes her a great choice for a social media
influencer due to the fact she has a wide reach. Kayla Itsines’ target market coincides with our
target market, which is why we believe this is an effective tactic for our branding campaign.
Kayla is a fitness guru and influencer who travels to major cities around the world and hosts
workout events with women, called “Sweat with Kayla.” Fitbit will also sponsor these events
because the workouts are targeted to the women in our target audience.
At the event, we will give free Tori Burch Fitbit apparel to the first 10 people in line. We
will also have posters and information on the wearable technology at the workout event.The
women in our target audience are active and trendy and they are likely to follow Kayla on social
media and attend her workout events. This will also help with our objective to increase Fitbit
social media following by 10%. We will use Kayla Itsines as an influencer to Fitbit through our
social media platforms where she will promote FitBit. On her social media, she will be featured
wearing the Tory Burch Fitbit apparel and it will influence customers because they will see that a
popular workout figure is using the products.
By pairing with Tory Burch, Fitbit consumers will always feel the need to be trendy and
up-to-date with their fashion accessories. Tory Burch is a name brand fashion company with 180
stores nationwide. The Tory Burch Logo is easily identifiable and the premium brand is worn by

14. our target audience. With that being said, consumers will always want to be wearing the latest
Tory Burch accessories and they will be able to stay up-to-date. Pairing with Tory Burch will
allow our consumers to feel trendy while being active.
Additionally, we will advertise in magazines such as Shape and Vogue. Shape and Vogue
have an average audience age of 18-49, which correlates with our specified target audience.
Shape was chosen in order to attract our physically active consumers, whereas Vogue will attract
the consumers who are looking for fashion forward accessories. Vogue is a high end fashion
magazine and Shape gives workout tips, workout fashion ideas, and health ideas. Due to the fact
that these magazines are different, they will attract consumers who like the style of Tory Burch
or the health aspect of Fitbit. The magazines promote health and fashion which will attract
readers to the product.
Finally, Fitbit will sponsor Color Runs. Our target audience attends Color-Run events and
the races promote a healthy lifestyle which is why Fitbit would be a great fit for these
sponsorships. Color-Run events are attended by groups of women who fall into our target
audience. At the color runs, we will have posters featuring fitbit and a booth to order the Tory
Burch Fitbit apparel. Finally, we will give a free Tory Burch Fitbit to the top 10 finishers of the
Color Run race. This will be a great opportunity for Fitbit to reach the specified target audience
and help change the perception of our brand.

15. Creative Brief
Objectives
We want to make consumers understand that Fitbit is not only a reliable watch, but it is a
wearable fitness tracker accessory that is trendy and fashionable enough to wear on daily basis or
on any occasion. We hope to change the perception of our target audience, which sees fitbit as a
watch that is not very fashionable and tired of the boring, clunky look of most fitness tracking
wearables. With this in mind, we want the Fitbit to uphold an image that their product is trendy,
but still a reliable fitness tracker for anyone to use.
Benefits of Product
● Better battery life
● Prestigious, modern image
● Fashionable and trendy product aesthetic that can be seen as very high end
● Aids in motivation for a healthier lifestyle
● Reliable fitness tracker
Target Audience
Our target audience are women ages 25-44 with upper-mid income levels, college
degrees, and management/professional employment levels. These women are in the young and
single, newlyweds or new family stages of the family life cycle. Typically, they are residents of
second cities and the suburban and metropolitan areas of larger cities. More specifically, our
target are those who seek not just a healthy lifestyle, but a trendy and fashionable one as well.

16. Brand Personality
Fitbit fitness trackers have a brand personality that is trendy, fashionable, high-end,
sophisticated, and modern.
Brand Perception
High quality, unique and popular fitness tracker that can be used by anyone to maintain
and promote a healthier lifestyle while still upholding the image of a trendy, fashion statement
for everyday wear.
Brand Positioning
Fitbit is positioned as one of the leading every day fitness tracker brands with a more
modern, fashionable, attractive and high quality image compared to its competitors.
Tone
The tone of this message will appeal to the target audience's self esteem needs. This will
play on the fact that women want to uphold a confident, trendy and fashionable image.
Additionally, we want our consumers to feel like this product is a signal of quality. In other
words, you want to wear this product because it will make you look cool, fashionable and
modern.
Message
Fitbit is not only a reliable fitness tracker, but a more trendy and fashionable wearable
compared to its competitors. We want to convey the message that we are more fashionable and

17. can be worn on a daily basis or on any occasion, with any outfit.
Media Planning
Media Objective and Strategy
Target Audience
The objective concerning target audience is to reach the target market (women ages
25-44 with upper-mid income levels and athletic and trendy lifestyles) in the most effective
manner. This will be accomplished by the strategy of purchasing a mix media that includes social
media, influencer marketing, print, out of home and sponsorships.
Geographic Considerations
Keeping geographics in mind, an objective of the campaign is to target top areas in the
United States where high concentrations of the target market are living. The strategy to fulfill
this will be to target the DMAs of second cities and the suburban and metropolitan areas of
larger cities.
Seasonality
In terms of seasonality, the campaign will strive to increase media reach and exposure at
the time of year when (1) consumers are striving to be more physically active and (2) when
consumption increases as a result of the holiday season. This objective will be possible through a
media strategy that involves heavy-up advertising January through February, May through
August and then again in November and December.
Scheduling
The scheduling objective of the campaign is to maintain constant advertising with

18. heavy-up in select months as detailed above. The strategy for this will make use of a pulsing
scheduling method.
Creative Implications
Creatively the objective of this campaign is to emphasize a trendy and fashionable yet
athletic brand image. The media strategy to accomplish this will require the purchase of media
and vehicles that have the potential to possess both a sense fashion and a sense of athleticism.
Media Schedule

19. Advertising Examples
Magazine
Billboard

20. Conclusion
Overall, we feel that this campaign can increase the sales for Fitbit and also increase their
image as a trendy and fashionable wearable. We believe that our strategies will be able to meet
our objectives and improve the overall branding sales. These strategies will aid Fitbit both now,
and in the future. Be fit, stay fab.

21. Works Cited
Ben Taylor. (2014, January 9). 26 Fitness Trackers Ranked from Worst to First. Retrieved from
http://time.com/516/26-fitness-trackers-ranked-from-worst-to-first/
Daniela Hernandez. (2013, January 22). Fitness Trackers Are Long On Hype, Short On
Credibility.Retreived from ​https://www.wired.com/2013/01/fitness-trackers-data/
Fitbit. (2016, November 29). Retrieved from ​http://www.fitbit.com/home
Fitbit Health & Activity Index. (2016, November 29). Retrieved from
https://www.fitbit.com/activity-index
Gufstofson,Krystina. (2015, January 7). Smartwatch or Fitness Tracker?. Retreived from
http://www.cnbc.com/2015/01/07/smartwatch-or-fitness-tracker-why-age-sex-matter.html
Hulkower, Billy. (2015 December). Wearable Technology - US. Retrieved from Mintel database
Kim Speier. (2015, January 27). 9 Brands with Brilliant Facebook Marketing. Retrieved from
http://blog.hubspot.com/marketing/facebook-marketing-examples#sm.001ptyzcb14ucd
o8u0m1dhd3915j2
Marshall, Gary. (2016, September 9). The story of Fitbit. Retrieved from
http://www.wareable.com/fitbit/youre-fitbit-and-you-know-it-how-a-wooden-box-became-a-dolla
r-4-billion-company
MetLife Demographic Profile. Retrieved from
https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-gen-y-demographic-profile.p
df
Nielsen My Best Segments. Retrieved from
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=30&menuOption=seg
mentdetails&id1=CLA.PZP&prevSegID=CLA.PNE&filterstate=&sortby=segment_code
Noble, Olivia. (2016, June 18). Social Network Demographics: Know Your Audience. Retrieved from
http://slicecommunications.com/social-network-demographics-know-your-audience/
Women’s Health Magazine. (2010). Retrieved from
http://mchb.hrsa.gov/whusa10/pdfs/w08hshb.pdf