Active For 2

Group of mums-to-be holding a pose in an Aptaclub Active For 2 yoga class
Mum-to-be running through a park during an Aptaclub Active For 2 session

The brief

Aptaclub approached us to drive traffic to an online resource for pregnant mums looking to exercise safely.

The distraction

We conducted quantitative research which revealed that two thirds of women don’t believe it is safe to exercise during pregnancy whilst 70% don’t do any exercise during their entire pregnancy.

How did we make our audience care?

We created ‘Active For 2’ – a suite of content from exercise experts covering yoga to swimming, specifically for pregnant mums looking to exercise safely. We enlisted NHS doctor and TV personality, Dr Dawn Harper, to offer a trustworthy and credible myth-debunking voice and partnered with Made in Chelsea’s Binky Felstead to take part in her  very own ‘Active For 2’ workout at home.

We developed an earned and paid influencer programme to drive ongoing conversation around Active for 2 and improve the SEO performance of the Aptaclub site. We identified six influencers who were pregnant themselves and brought them on board to create a range of different content showing them exercising safely.

The action

  • As a result of our campaign, the Aptaclub site jumped 39 places under the search term ‘exercise during pregnancy’, bringing it onto the crucial first page of Google search results.

  • Coverage was secured on ITV’s Good Morning Britain, Sky News, Channel 5 News and over ten radio stations, with news and feature pieces landing in the likes of the Daily Mail, The Sun and Mother & Baby

  • Binky’s Active For 2 workout video racked up over 173,000 views in under 2 days

  • Traffic to the Aptaclub website increased dramatically during the campaign

  • Every influencer saw a rise in their average engagement rate on Instagram, specifically in relation to their Active for 2 posts

  • Over 40,000 combined engagements of cosplay content across Twitter, Instagram and YouTube

Aptaclub's Active For 2 ambassador Binky Felstead

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