Daily Burn Is Targeting Fitness Beginners With TV Ads and Ephemeral Workout Sessions

Moving from direct response to true branding

Headshot of Lauren Johnson

As fitness and wellness becomes a bigger part of everyday consumers' lives, workout and nutrition brand Daily Burn is shaking up its advertising with a new message.

Two new spots from Hearst-owned iCrossing align the brand with everyday people who want to step up their fitness goals. According to Patrick Bennett, svp and executive creative director at iCrossing, the work is new territory for Daily Burn, which has traditionally steered toward direct-response TV ads.

"Gone are the immaculately chiseled trainers and equally immaculately chiseled folks that are getting trained—now we have regular people," Bennett said. "These people have been turned off by a gym, [and] they don't feel like they fit into a lot of these health crazes."

The ads promote Daily Burn 365—a daily workout-on-demand video series. Similar to Snapchat's ephemeral posts, each daily episode is only available for one day before it disappears.

"The beginner workout market in fitness is underserved, especially in streaming, and as a result we see an opportunity to help a large portion of the population live healthier, fit lives," said Kevin Ranford, head of marketing for Daily Burn. "By providing community and support to help beginners stay motivated and engaged, we see a big opportunity in 2016 and forward."

In one ad, a woman discovers Daily Burn's workouts and tells all of her co-workers and friends about it. "She's a regular, quirky girl who works in a regular office," Bennett said. "She is really a person that you know."

The other spot shows people exercising in their living rooms with "these little vignettes of reality where you would really use the product in your home," Bennett explained.

The campaign is running on daytime TV, Hulu, Facebook and Twitter.

It's the first Daily Burn work from iCrossing, which is better known as a search agency, and some say it's had a hard time breaking out of performance-driven marketing.

These days, Bennett said iCrossing's business is split equally between performance and creative work. And it's that mix of marketing tactics that got Daily Burn's attention.

"They were looking at working with some other companies who were either closer to their [direct-response] past or their brand-building future," Bennett said. "Why we hit it off was because of our approach to marketing, which is focused on the melding of performance with brand building. We understand that all of this stuff needs to drive your business—why you're spending money is not just to build your brand, but also to drive the bottom line of your business."

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.