Fitbit has appointed international digital agency Dept. to develop a more approachable and relatable brand image that will further enhance engagement. The new strategy will position Fitbit as a friend and influencer to social media users.

As a global activity and health tracking brand, Fitbit is evolving its social media strategy in 2021 to better suit modern user lifestyles. Lizzie Powell, UK strategy director of Dept. says, “Positioning Fitbit on social media as a friend that understands you will become influential and inspiring, as well as increase the likability of the health technology brand.”

The social media campaign aims to humanise the brand by promoting healthier active lifestyles with a down-to-earth approach. The content and narrative will be more relatable, therefore appealing to a wider audience, triggering engagement and building better consumer relationships.

The new strategy has launched on the UK and Irish social accounts and will continue to roll out internationally. Powell says this will lead to a more streamlined social media presence across regions while creating a stronger global brand identity.