Basic-Fit Scores New Fans with Snap AR

Basic-Fit Leaned into Football Frenzy

A popular fitness chain with 1,500 sites across Europe, Basic-Fit knows sporting events and social chatter go hand-in-hand. And with Euro 2024 on the horizon, the brand wanted to play its part in an international conversation. That’s why it needed Snapchat on its team.

Through the Power of Snap AR

Between June 14 and July 12 in The Netherlands and France, Basic-Fit tapped into the tournament’s talking points with a real-time Snapchat strategy. This approach allowed the brand to solidify its presence, reinforce its relevance, and drive multi-market interaction. 

Its first opportunity arose when Memphis Depay, a Dutch footballer, wore an eye-catching headband during a pre-tournament match. Leaning into the social media frenzy that surrounded it, Basic-Fit launched an AR lens. The Lens allowed fans to wear a virtual version of the footballer’s headband and encouraged supporters to remember ‘We're All Orange Together’, expertly sparking a wave of social sharing.

Shortly after, the brand leveraged Snapchat again following public reaction to Kylian Mbappe's recovery. Introducing another AR lens, Basic-Fit gave French fans a chance to wear a tri-colored mask similar to the one Mbappe wore during training. This not only celebrated the footballer’s resilience but engaged fans throughout the tournament.

To Boost Brand Association

Basic-Fit’s campaign on Snapchat was a clear success. By monitoring key moments, the brand could create AR lenses that resonated with fans, fostered a sense of community and generated further excitement. This amplified the brand and sparked ongoing conversation, making Basic-Fit a staple in the sports world.

In The Netherlands, the brand celebrated a 14-point increase in Ad Awareness, an 8-point increase in Message Awareness, an 8-point increase in Brand Association and a 6.4% share rate! Meanwhile in France, the brand achieved a 15-point increase in Ad Awareness and also saw a 6% share rate among French audiences.