Did you know?
The feeling of a “quarter-life crisis” has been elevated in younger generations due to social comparisons online, especially on social media.
“They feel nostalgically attached to the sports they grew up playing”
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Their connection to the sports they grew up playing never goes away. If they had a time machine, they would go back in a heartbeat.
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This can lead them to join a rec league or find another way to get back that competitive feeling.
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They’ll often reminisce about the life they once had but feel like they are missing something. Maybe it’s structure, camaraderie, or even the feeling of victory.
Priorities Change
In “High School Peak”
Now
Education
Career
Social Life
Health/Fitness
Finances
Relationships
College Prep
Continued Learning
Extracurricular Activities
Health/Fitness
Intramural Champions
Intramural Champions, aged 22-34, are fitness enthusiasts who prioritize athletic training, and seek social recognition through competition and maintaining a routine. They want to find the most optimal fitness routines to achieve their goals, no matter the price. They feel nostalgically attached to the sports they grew up playing.
The Problem
Intramural Champions are experiencing a quarter-life fitness crisis, convincing themselves that they are out of shape and unable to achieve their fitness dreams, no matter how hard they try.
Meet CrossFit
Problem
CrossFit is much more expensive than the average gym membership, and its perception is too competitive and fierce to convince the average fitness enthusiast to convert.
Campaign Objective
We need to grab Intramural Champions by the collar and call them out - "Quit selling yourself short! It’s time to step up to the plate again." Go Get After It and try CrossFit.
Interval Media Spending
We chose to put Intramural Champions through interval training convincing them to accept CrossFit as the only option to reach their peak. Here are some insights from MRI Simmons 2021 Crosstabs that show how our audience interacts with media.
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The 2024 Summer Olympics is a major touchpoint for our audience - Elevate our ad spend during this time across all channels
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Respondents Use the Internet 10+ hours a day (Index: 132) more than other adults. They are more likely to scroll on Instagram (Index: 207.5) Reddit (Index: 458) and Twitter (Index: 161).
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They have a high likelihood of tuning into a streaming service or listening to a podcast. More likely to stream on Hulu (Index: 133.5), YouTube (Index: 125), and Sling (Index: 177.5).
Budget Allocation
In an imaginary scenario, we were given $11,000,000 to spend across 2024 for a CrossFit campaign. Here is where we chose to allocate our ad spend:
Heavy: OTT (Hulu, SlingTV, YouTubeTV), Social Media (Instagram, YouTube, TikTok, Reddit), Podcasts (Spotify - Culture, Comedy, Lifestyle), Google SEO/PPC
Medium: TV (2024 Summer Olympics), Event, OOH, Email
Light: Digital Banner, Native (Bleacher Report, CNN, NYTimes, WSJ.com), Magazines (fitness, nutrition, wellness, and healthy living)