Health

Social Cues: Fitness studio/café Turf has worked out an excellent social strategy

Turf is a natural fit in Vancouver’s Kitsilano neighbourhood, and its social strategy makes the most of an engaged community

By Alyssa Hirose /

 

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New Followers

Turf marketed March as “Friends Month,” offering diehard members the opportunity to bring a companion for free. It’s a smart initiative to get first-timers in the door, and word of the BOGO deal spread quickly on Instagram.

 

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What a Racket

To announce the launch of Wilson tennis apparel in the studio store, Turf uploaded this video of the team plastering the neighbourhood with posters. Amplifying IRL advertising with behind-the-scenes social posting helps build the hype.

 

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Walk the Plank

A little relatability can go far—this video channels the awkwardness of turning the wrong way in a fitness class and ending up face-to-face with another person. It’s not heavy-handed advertising, but it received an impressive reach: 37,000 views through TikTok and IG combined.

Alyssa Hirose

Alyssa Hirose

Alyssa Hirose is a Vancouver-based writer, editor, illustrator and comic artist. Her work has been featured in Vancouver magazine, Western Living, BCBusiness, Avenue, Serviette, Geist, BCLiving, Nuvo, Montecristo, The Georgia Straight and more. Her beats are food, travel, arts and culture, style, interior design and anything dog-related. She publishes a daily autobiographical comic on Instagram at @hialyssacomics.