News Corp’s Suddenly creates Kayla Itsines IGTV series
News Corp Australia’s content marketing agency Suddenly has created a six-part video series with personal trainer Kayla Itsines, to air exclusively on IGTV.
The videos are part of a new content series, Begin Again, which will see the trainer return to exercise after her pregnancy journey.
The first episode launched in New York and was shared exclusively with Itsines’ 11.9m followers on the social media platform. Since its launch last week the video has been viewers more than a million times.
Simon Smith, Suddenly executive director, said he was thrilled to have the opportunity to collaborate with Itsines and her global brand Sweat.
“Sweat really encouraged us to push the boundaries, and tell a story that was not only deeply human, but also relatable for women all over the world,” Smith said.
“Working with a personal brand like Kayla Itsines allowed for such a rich narrative where fans would see a more vulnerable side to Kayla. Fans can expect to be moved, inspired and ultimately empowered to begin again — no matter where they are at in their fitness journey.”
The video series sees Itsines speak candidly about her post-pregnancy journey, and explores what she learned about herself, her programs and her community along the way.
The series gives fans intimate access to Itsines’ post-pregnancy journey and shares how having to ‘begin again’ after giving birth was the catalyst for the launch of two new programs, Kayla’s BBG Beginner and Kayla’s Post-Pregnancy.
The Post-Pregnancy program provides women with the expert training tools to return to light physical activity and rebuild their full body strength after giving birth, while the BBG Beginner program meets women at the start of their health and fitness journey, giving them a basic foundation of strength.
Begin Again was filmed by Suddenly on location in Instines’ hometown of Adelaide where she shared her home and local insights, and in New York where she has just launched her two new programs globally.
Mike Scott, Sweat’s chief brand and marketing officer, said: “Suddenly really understands the power of great storytelling, and that’s evident in the quality of every element of this video series.
“The team worked with passion and flexibility to capture the story, and we are ecstatic with the result.”
The first episode of Begin Again is now live on Itsines’ Instagram profile, and the remaining five episodes will be released periodically over the next five weeks.
There’s nothing new or is there any boundaries being pushed with the content. It’s the formula that works. Use an age old rite of passage for women, add an immensely popular female fitness expert who has experienced child birth (the rite), combine it with new media distribution and call it ‘Begin Again’. That is to be congratulated.
Don’t naval gaze about storytelling, passion and “deeply human” when you do a sit down interview using B Roll that has been shot with nice glass.
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Why is [Edited under Mumbrella’s comment moderation policy]
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You’ve just summed up NewsCorp’s whole proposition quite well.
The last innovative thing they did was in the 80’s when they started commercialising glossy mag inserts.
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