OVERVIEW
TikTok partnered with Olympic Gold Medalist Nastia Liukin to drive awareness and creator participation within the fitness category through the #WitnessMyFitness challenge. The campaign leveraged influencer-led content to showcase TikTok’s short-form video, music, and editing tools while encouraging fitness creators to engage with the platform through a native challenge format.
#WitnessMyFitness Influencer Campaign
SERVICES PROVIDED
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Influencer casting and contract negotiations
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Talent relations and deliverables management
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Campaign execution and content oversight
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Creative alignment with Sony brand guidelines
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Performance tracking and reporting
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FTC and platform compliance
OBJECTIVE
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Increase awareness within the fitness creator community
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Drive creator participation through a challenge-based activation
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Demonstrate TikTok’s creative tools through influencer-led content
KEY RESULTS
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501.7K impressions
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398.5K video views
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28.3K engagements
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5.6% engagement rate
DELIVERABLES
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IG in-feed post introducing the #WitnessMyFitness challenge
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IG Story frames reinforcing participation and platform features
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Cross-posted campaign content to extend reach and visibility
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HIGHLIGHTS & LEARNINGS
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Credible talent accelerated participation – Nastia Liukin’s authority in fitness increased trust and engagement with the challenge.
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Influencer-led demonstrations supported adoption – Showing TikTok’s tools in use helped signal value to fitness creators.
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In-feed content anchored performance – Primary posts delivered the majority of engagement.
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Stories reinforced awareness – Story placements supported visibility but were not a primary engagement driver.
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Scale matters for challenge mechanics – Broader creator participation would likely amplify sustained adoption and momentum.
KPIs
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Impressions and reach
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Video views
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Engagement rate
TALENT
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Nastia Liukin – Olympic Gold Medalist and fitness influencer
As part of Amazon Prime Day’s influencer-driven marketing strategy, Amazon activated creator partnerships to amplify featured product visibility and drive conversions during its highest-traffic shopping event. This campaign promoted CINEMOOD, a portable, family-friendly projector, through a time-sensitive Instagram Stories activation optimized for the lmited time nature of the sale, product education, and direct purchase behavior.
OVERVIEW
Influencer Activation
Chantelle Paige – Parenting and lifestyle creator with a highly engaged, conversion-oriented audience aligned to family and home categories.
TALENT
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Instagram Story (3-5 slides) – Featuring an engaging CINEMOOD product demo, highlighting its features and Amazon Prime Day pricing.
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Swipe-Up Link to Amazon Prime Day Sale – Driving direct traffic to the product page for purchase.
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Amazon-Branded Messaging – Reinforcing urgency, exclusive Prime Day pricing, and limited-time availability.
DELIVERABLES
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Influencer casting and talent selection
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Contracting and negotiations
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Talent relations and deliverables management
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Time-sensitive campaign execution
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Creative oversight aligned to Prime Day messaging
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FTC and platform compliance
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Performance tracking and reporting
SERVICES PROVIDED
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Reach & Impressions
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Engagement Rate (ER)
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Click-Through Rate (CTR)
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Direct link clicks to Amazon
KPIs
OBJECTIVE
Leverage influencer trust and Prime Day urgency to drive awareness, engagement, and direct sales for CINEMOOD.
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Prime Day urgency drove action: Limited-time messaging contributed to 1,904 direct clicks to Amazon.
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Influencer content exceeded expectations: Engagement levels were approximately 5x higher than projected, reinforcing influencer credibility in high-stakes retail moments.
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Instagram Stories proved most effective: Strong retention and swipe-up behavior reinforced Stories as a high-performing format for e-commerce conversions.
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Extended partnerships could increase impact: CINEMOOD’s higher price point suggests long-term ambassador relationships could further support consideration and sales over time.
HIGHLIGHTS & LEARNINGS
KEY RESULTS
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295K Impressions
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238K Reach
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8.7K Engagements
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3.7% Engagement Rate (ER)
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0.8% Click-Through Rate (CTR)
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1.9K Direct Clicks to Amazon
Interested in exploring the campaign further, discussing a potential engagement, or have questions?
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