Learning From Fitbit Stories #MyReasonIs Campaign

Personal testimonials are always powerful marketing tools. When your product promises improvement or transformation, your success depends on your customers’ success. The Fitbit Stories #MyReasonIs advertising campaign focused on real users and how Fitbit changed their lives. 

In a 30-minute spot, Fitbit barely focuses the camera on its product. Instead, three individual Fitbit users are featured working out, swimming, and running in lush landscapes and gritty settings. Each explains how Fitbit inspired them. 

The people in the piece are from all over the globe: South Africa, New Zealand, and the United States. A man in a wheelchair trains in a gym, saying the Fitbit gave him the strength and courage to do so. A surfer credits tracking his sleep patterns with helping him function at his best. And a woman shed 79 pounds and conquered diabetes with the motivation she got from her Fitbit.

The piece also promotes physical fitness for improving relationships with others. As one of the subjects says, “You have to be able to take care of yourself before you can help other people.” This is backed up with uplifting scenes with a spouse and a child. 

Some key takeaways from the piece are:

  1. Using real people’s personal testimonials will make an impact as long as they are sincere and relatable.
  2. Tying in how loved ones benefit from a product user’s success is an added bonus to the question of “What’s in it for me?”
  3. Showing people in their element. The individuals are outdoors or in the gym, moving and being active, which speaks directly to the active lifestyle that Fitbit promotes.

This Fitbit advertising campaign demonstrated the power of stories. When it comes to your own promotions, ask your team: How can we make user testimonials mean more? And how can we show those users, and the product, in their natural element?

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