FITNESS COACH CAMPAIGN x UFC
CHALLENGE:
What’s the best way to balance digital, content-led, and community activations for maximum impact?
CORE SKILLS:
brand strategy
activation planning
production coordination
In June 2021, we signed a one-year deal with the UFC to promote our boxing and cardio boxing programs — featuring dedicated workouts with top ambassadors Ciryl Gane and Francis Ngannou.
Between 2021 and 2022, the partnership aimed to boost brand awareness through a variety of activations: content-driven campaigns, digital experiences, live events, and more. Thanks to all the activations, we bumped up the engagement rate by +25% during the partnership and saw a +12.5% jump in conversions on the Fitness Coach app.
I was closely involved in shaping the activation calendar and key moments, working hand-in-hand with both the Head of Brand and Head of Social Media.
My role was versatile — from planning to execution — helping bring the partnership to life across multiple touchpoints.
ACTIVATIONS
On the digital side, we created fun, interactive moments — like a custom filter where fans could pick and show off their favorite fighter during big UFC fight nights. We also produced storytelling content with Francis Ngannou and Ciryl Gane, sharing their journeys and connection to our boxing programs across U.S. and French media. To take it further, we teamed up with 10 UFC fighters for an advocacy campaign, turning them into genuine brand ambassadors and helping us spread the word through authentic, athlete-driven content.