KEEP (FITNESS APP) ADDS SOCIAL COMMERCE FUNCTION
KEEP - the leading fitness APP in China, has launched its in-app “shop,” allowing users to purchase KEEP branded training wear, exercise gear, and health supplements. As interest in fitness and wellness have surged in China, KEEP has become a prime target for brand collaborations and platform-level campaigns. These branded collaborations have included innumerable online branded content and offline events.
KEEPs new social commerce functions will provide further opportunities for brands to collaborate around co-branded merchandise, limited edition and flash sales. In China’s frenetic, “see now, buy now” environment, this is an important tactical opportunity to build targeted market traction.
“Shop” link from homepage
Targeted trials x sales
Aptamil - a milk powder brand, created a series of online classes with KEEP for new moms on its app. To activate these classes, Aptamil and KEEP created pop-up fitness challenges for kids (with the goal of getting moms to register). While the goal of Aptamil was to build awareness with moms, adding trial and sales to this collaboration would have helped complete the picture for who the brand is, what benefit they are offering.
Kickstarting customer routines
Godiva - did a collaboration with KEEP to tout the health benefits of dark chocolate - with its “21 Day Dark Chocolate Abs Camp” - combining workouts and dietary plans. Adding a direct link to purchase in the app would have helped create lasting customer routines.
Integrated offline x online becoming critical
KEEP is unique among apps in its ability to work with brands both online and offline - with its offline gym network “KEEPLAND.” Lululemon is a prime example of collaborator - having setup branded fitness classes, product trials and demonstrations at KEEPLAND. There is tremendous value in tying together offline, online, content and commerce.
