While working with the amazing team at Forge & Spark Media, we collaborated with Creative Labs to launch Carrie Underwood’s new fitness app, fit52. I created the initial content strategy for launch, including content direction, social media, communications, voice and tone, and copywriting.
With press hits, consistent content on social media, and Carrie’s incredible fan base, the fit52 account now has over 100k followers and a strong community of app users. The format of the fitness app is based on 52 cards in a deck—each suit represents a type of workout, and the number on the card is the amount of reps.
As a team, we’ve taken this brand from conception to execution, igniting a strong community vibe where app users share their experiences on social media, get shout outs from Carrie, and are fully immersed in their workouts.