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Dubai Fitness Challenge
Project Type
Social Media Management and Live Coverage
Date
October 2022
Role
Lead Social Media Manager & Strategist
Location
Dubai
Dubai Fitness Challenge is an annual celebration of fitness and wellness championed by Sheikh Hamdan, the Crown Prince of Dubai. We managed the social media strategy and on ground coverage for the sixth year of the event.
We amplified the main messaging via social media i.e to complete 30 minutes of activity each day for 30 days. Our main objective was to generate leads and increase participants for the Dubai Marathon, Our content strategy was to inspire everyone to create a fitness-focused mindset and seek healthy, active lifestyles. The project led to 2.4 million impressions and 73,000 engagements across multiple platforms.
The Cigna Well-Being Report showed parallels between the increase in physical and mental well-being for people in the UAE over the same period as DFC has been running in 2022. Our biggest achievement was having a positive impact on people’s lives and realizing His Highness’ vision of making Dubai one of the most active cities in the world.
The increase in female and family participation in physical activity really stood out and showed the difference a community based initiative can make.
Download the report from link below: https://ghb.cigna.com/thought-leadership
