Multi-Channel Campaigns

ClassPass Getaways

Overview

In 2018, ClassPass switched from a class model of booking to a credits model, meaning that rather than have a subscription for a certain number of classes each month, you would now have a subscription with a certain number of credits each month. You would then book classes using your credits that were all now worth different amounts of credits. In addition, we added the ability to book more than just fitness classes. Using credits, members could now book massages, facials, blowouts and other wellness activities.

To communicate this to the world and increase overall brand awareness for ClassPass, we took a multi-channel approach and launched a campaign called ClassPass Getaways. The campaign was teased out to press in advance culminating in a weekend getaway for top influencers, media and our community. The agenda featured several studio and wellness partners as well as a variety of brand partnerships. Plus, the event was bookable using credits to show off how the product works to our community. Overall, the campaign resulted in millions of impressions, thousands of social shares, and hundreds of pieces of user-generated content.

Video recap

Press hits