In June–July 2023, I spearheaded the development and execution of a 4-week fitness challenge in partnership with gaming developer FitXR. Designed as a social-first campaign, the challenge activated influencers and communities online to drive participation, engagement, and awareness for PICO XR as a fitness and VR platform.

The strategy was built on data-driven influencer selection and social media optimisation, ensuring content reached fitness-minded audiences across TikTok, Instagram, and YouTube. Through creative storytelling, community activation, and consistent campaign momentum, the challenge achieved a 30% increase in participation versus previous FitXR initiatives.

My role:

• Designed and executed campaign strategy with FitXR

• Built a data-driven influencer and social media plan

• Oversaw campaign management and content activation across platforms

• Measured and reported impact against KPIs

Impact:

• 30% increase in challenge participation compared to previous benchmarks

• Positioned PICO XR as a fitness-forward VR solution

• Strengthened brand equity through partnership with FitXR and the fitness creator community