Cotton On Body partnered with YouTube sensation, The Fitness Marshall, to deliver a worldwide tour across seven cities in four countries to celebrate its tenth birthday.
The Cotton On Body x Fitness Marshall tour travelled to Australia, New Zealand, South Africa and Singapore, hosting complimentary shows with over 700 people getting involved in The Fitness Marshall’s signature cardio dance workouts.
With all tour location events selling out, Instagram live streaming allowed those that were unable to get tickets to be a part of the action, no matter where they were in the world with over 1.12 million views via the Cotton On Body Instagram across the tour period.
Cotton On Body marketing manager, Renee Smith, said the brand wanted to celebrate its tenth birthday in a way that was fitting for the brand, with consumer engagement being a key component.
“Our social media channels allowed us to connect with our audience throughout the campaign, so much so that we saw an increase of 30 per cent to our Instragam audience and our Facebook page’s traction increased by 27 per cent,” she said.
Cotton On Body also saw a significant increase to its database with an additional 20,000 people signing up globally across the duration of the tour.
“The response was overwhelmingly positive from all involved and to be able to take the tour to our global regions was an added bonus,” said Smith.
As part of the partnership, one fan was given the chance to star in an official Fitness Marshall video.
The video is housed on Marshall’s YouTube channel, with over 900,000 subscribers, and consumers could enter via Facebook.Cotton On Body opened its doors in 2007, starting with intimates, active, lounge and swimwear.
It has since experienced rapid growth including expansion of its categories to include bridal and maternity.