Kic launches motivating campaign for those feeling ‘mid’
After finding its audience is feeling pretty ‘mid’ right now, wellness platform Kic has launched a mid-year campaign to help with motivation, Mumbrella can reveal.
Following on from its successful anti-new year resolution campaign that launched in January, Kic surveyed its community and found that 85% of people are feeling mid right now.
So, the strategy for the new campaign? Meet the community where they are.
“The whole campaign is built around the word ‘mid’, when you’re just feeling a bit ‘meh’,” Laura Henshaw, co-founder and CEO of Kic, told Mumbrella.
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“It’s a four week challenge to help people feel a little less sluggish, and the campaign is really, really good. The team have done an awesome job.”
Henshaw continued: “The January campaign was the feel-good campaign – that’s how we went to market. And with January being the biggest period for health and wellness products generally, because its when people make new year resolutions, most wellness campaigns are about ‘new year, new you’ and transformations, and all that.
“But we leaned out of that, which was a risk, but it paid off, because it meant we were relatable and true to ourselves.”
Kic’s business metrics and social media growth over the past 12 months have proved that people want raw and relatable content, and Steph Claire Smith, co-founder and chief community officer, said they’re applying that learning to the new mid-year campaign.
Steph Claire Smith
“It’s not about going hard, or completely transforming your life,” she explained. “It’s about taking small sustainable steps to feel a little less mid.”
The four-week Pilates or strength challenges are designed to motivate Kic’s users, without pushing them unnecessarily, across two levels of beginner and advanced, to match the user’s mood.
The challenge starts on June 24.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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