How Gymshark reached 16M people with a 66 days challenge?

Digimind is a company that designs and develops social media listening and analysis software (social media listening) and competitive intelligence, allowing companies to deploy and lead intelligence, social media strategy, and digital reputation projects.

I decided to use this tool to investigate how important and impactful can be a challenge, here the #Gymshark66 challenge, for a sportswear brand like Gymshark. With this challenge, the participants have 66 days to change their life by forming positive habits that will last a lifetime. Whether those habits are for your mind, your body, or your soul, Gymshark 66 celebrates every goal and every step made towards it. Two winners will be selected by a jury and will win a year of free Gymshark gear.

Thanks to this tool I was able to measure insights quite easily, like how many times it was mentioned on social media, articles, what is the engagement, and analyze how successful was this challenge for Gymshark.

For the result given by Digimind to be as accurate as possible, it is important to select carefully keyword that will fit the best with the information I am looking for. In my case, I used « GYMSHARK66 ». Moreover, as Gymshark created this challenge around two years ago I chose to apply a filter of 2 years, to see what is the evolution of the challenge and how people interact with it.

Evolution of the mention of Gymshark66 challenge between Nov 2018 to Nov 2020.

Thanks to this graph we can see several impressive picks of mention. The more impressive is between December 2019 and March 2020 with approximately 50,000 mentions. This pick can be explained with the exponential potential of TikTok, as the Gymshark66 challenge went viral on it at this time.

Overview of the mention of Gymshark66 challenge between Nov 2018 to Nov 2020.

Within two years the #Gymshark66 challenge can be summarized with these numbers:

• 46,000 articles

• 79,000 mentions

• 16,000,000 unique people reached.

Moreover, by using the different tools provided by Digimind, I was able to look at different insights including the top cities, influencers, the general feeling translated in posts, … If I selected one year, that represent le last #Gymshark66 challenge, I can notice that the challenge was most popular in the USA, United Kingdom, Canada, Australia, and Germany.

Different insight for the #Gymshark66 challenge between 2018 and 2020.

People mentioning this challenge are quite aged between 18 and 40 for the majority. However, we can see that ages that have been doing the challenge are not balanced similarly between men and women. For women, 60% are between 18 and 25, and 37% are aged between 26 and 40. For men it is the opposite, 69% are aged between 26 and 40 and only 17% are younger. Moreover, 63% of mentions are positive for only 4% negative. Those numbers represent a great interest for people doing this challenge are that nearly nobody is unhappy about it.

One really interesting tool of Digimind is Influencer insight. This gives information about which influencers post on their personal social media account (Twitter, Instagram, Youtube, Facebook, Pinterest, …).

Different Influencers' insight for the #Gymshark66 challenge between 2018 and 2020.

I have selected three different social media used by influencers, Twitter, Youtube, and Instagram. Gymshark decided in 2012, to sponsor Influencers by sending them free clothes that they will then use in their post. We can see that the #Gymshark66 challenge between 2018 and 2020 has been mentioned a lot by really famous people for example Zac Perna that count 700,000 subscribers on his Youtube channel, Gymstruggler with 1,300,000 followers on Instagram, and Ethan Payne with 1,600,000 followers on Twitter.

Thanks to the Digimind tool, we were able to measure the impact of the #Gymshark66 challenge created by Gymshark. Having insight about a marketing campaign is mandatory to see how you are doing, who you are targeting and his the feedback of customers is positive or not.

The #Gymshark66 challenge is one of the most impactful marketing campaigns Gymshark has done so far with an impressive return of investment and great feedback for their community.

Digimind. Historical Search. https://search.digimind.com/ds/aq9/dhs/