Intimate apparel manufacturer Triumph Australia is preparing a social media campaign with a twist to capture its target market and raise brand awareness.
The 'Buddy Up' campaign, created specifically for Triumph Australia’s sports bra brand Triaction, will launch on January 24 via social networking site Facebook.
The campaign will encourage consumers to visit the Triaction page where they can build a profile of their fitness goals and interests and will then be matched up with someone with similar goals living nearby.
Users will then be able to contact each other through Facebook to meet and exercise together.
Fans of the Triaction Facebook page will also be eligible to enter a draw to win a training session and lunch with Triaction brand ambassador and The Biggest Loser personal trainer Michelle Bridges.
Triumph Australia marketing manager Alana Jones said the promotion is the first of its kind to launch in Australia and is aimed at increasing the brands fan base and consumer engagement.
“Buddy Up utilises social media to bring women together to help them achieve their fitness goals. Women like to train in a group or with friends – it’s more enjoyable, provides motivation and makes women feel safe,” she said.
Jones said Triumph will also support the campaign via Facebook engagement ads, SEM and a dedicated e-newsletter to the Women’s Health magazine database to drive new fans to the Triaction page.