Xrystal with an X
PLANET FITNESS
She’s a Crossfit Kardashian. She’s Xrystal with an X and she’s a parody of fitness influencers who overpromise and underdeliver. Sadly, in reality, 1 in 4 real fitness influencers give certifiably harmful fitness advice, which is terrible for teenage girls’ self-esteem.
Leaning into influencer production values, we shot on a tight budget and delivered a 7% increase in same-store sales joins, with a +127% boost in brand engagement. Our scrappy campaign also got a write-up in Adweek and was named a Shorty Award finalist.
+7% SALES | +127% BRAND ENGAGEMENT
tv // OLV
social
We created 48 pieces of unique content for Xrystal’s Instagram account. She got over 3k followers in just the first few days (proving our point!), compelling us to create a post where she came clean and admitted she didn’t know what she was talking about.
Insta Reels: “Aura”
GCD: Andrew DiPeri
CDs: Jeremy Gilberto / Jordan Breindel
ACDs: Madison Jackson / Danae Ballenger
Producer: Shawn Wallace