January Fitness Boom: Trade Sportswear
CAMPAIGN TYPE
Content-led B2B awareness campaign focused on editorial and LinkedIn distribution.
MY ROLE
Content & editorial owner.
CHANNELS I WORKED ON
Website, blog, organic social.
2024
3,000+
LinkedIn impressions
18.6%
Social engagement rate peak
10%+
Social engagement rate consistency
The Challenge
The start of the year represents a key commercial moment for sportswear and leisurewear, with heightened demand driven by the annual fitness boom. The challenge was to cut through a crowded market and position Eco Tech as a commercially viable, sustainable range for traders and distributors, without relying on price-led messaging or short-term promotions.
The Opportunity
We capitalised on the January fitness surge by promoting the Eco Tech sportswear range to trade, distributor, and business audiences. The campaign also marked the launch of a long-term LinkedIn strategy that kickstarted the channel's success.
B2B positioning
Editorial content was used to frame the Eco Tech range as a commercially relevant, sustainable sportswear option for trade and distributor audiences during the January fitness boom.
LinkedIn distribution
A structured LinkedIn content series was launched to build consistent visibility and engagement with B2B buyers, using the platform as the primary channel for product education.
Long-term strategy
Content was published consistently across December 2024 to January 2025, with engagement continuing into February, demonstrating the compounding impact of sustained activity.
My role & ownership
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Owned editorial and blog content
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Wrote and optimised onsite copy for product and collection pages
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Planned and created organic social launch content
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Supported campaign activity with consistent, audience-led messaging
Overall
This campaign demonstrates my ability to translate seasonal trends into commercially relevant B2B content, build momentum through consistent LinkedIn publishing, and establish long-term channel strategy.