Viral health and fitness marketing: Controversy

Cases
23
Median Spread Score
37
Most started on
Open web22%
First post to peak
22 days

By mechanic

All57Press loop36Controversy23Maker origin18Transgression16Newsjacking13Identity badge10Challenge10Response chain9Real-world spectacle8Visible in use7Creator relay7

Scientific 7-Minute Workout

72
The guided workout screen in Stuart Hall's derivative app.

$10K revenue

Ashton Hall’s Morning Routine

66
Ashton Hall on Instagram: "Day 191 of the morning routine that changed my life. 3:50am to 9:30am Sin lives late at night.. if you’re dealing with a weak mind, bad decisions, or lack of productivity…

741M views

Rawdawg Run Club

50
STRONG Coffee’s Rawdawg collaboration bag, shown on the official product page.

Soft hiking

48
Replying to @LousLife good question! we kind of coined the term ourselves. heres what it’s all about 🤎 #girlswhohike #hikinguk #hiketok #bestfriends #softhiking #softgirlswhohike #softlife

Frida’s Breast Milk Ice Cream Campaign

47
‘Breast milk ice cream’ now available: What’s really inside

7.8B impressions

Equinox: We Don’t Speak January

45
It’s not you, it’s January. #ItsNotFitnessItsLife

2.4B impressions

PE with Joe

45
P.E with Joe | Monday 23rd March 2020

7.2M views

Durex: 18 Years. 2 Virgins.

44
Durex India on Instagram: "First times are always special! Who are you rooting for? #Durex #DurexIndia #Finals"

75 Hard

40
75HARD: A 75-Day Tactical Guide For Winning The War With Yourself, with Andy Frisella - MFCEO290

Peaked at #4

Specsavers wrong-city airport welcome signs

39
Specsavers Welcome to Melbourne billboard on a road at Sydney Airport.

97.2M impressions

Peloton: Such a Great App

38
We love all our Members...even those who observe interesting holidays #NationalNudeDay

400K views

Dame’s Trump Tariff Surcharge

37
Yes, there’s a “Trump Tariff Surcharge” in our checkout. | Alexandra Fine

Healthier on Ro with Serena Williams

36
Serena Williams injects herself with a GLP-1 weight loss drug as millions watch the Super Bowl. She dances and shows off how “convenient” it is to get GLP-1s using the Ro app. She even says you can…

12M views

Hims & Hers: Sick of the System

30
Hims & Hers Big Game Commercial: “Sick of the System”

Durex Annu Kapoor true-friend advertisement

29
Durex India on Instagram: "Nolan : 0, Annu Kapoor : 1 . . . . . . #Collaboration"

806.6K impressions

Hot Girl Walk

29
#greenscreen literally my best glow up advice in 45s follow if you wanna hear my whole journey #advice

Peaked at #1

The Color Run

29
The Color Run (Vilnius)

1M impressions

Julie: Your Friends with Benefits

26
Two women argued over the last box of Julie, comparing reasons they could not have a baby with their partners.

9.4M views

Chloe Ting Two Week Shred Challenge

24
Do This Everyday To Lose Weight | 2 Weeks Shred Challenge

Cozy cardio

23
productive morning ☀️ #routine #workout #cardio #weightloss #fyp #fy #kardashians #fitspo #morningroutine

Silent walking

21
my favorite health “hack” is a morning walk even if it’s only for a few minutes 🚶🏼‍♀️silent walks are the best if you can do them 🫣

500K views

Bikini Body Guides

20
Sweat with Kayla: The 2015 Fitness App MVP | PixelForce

Grüns Superfood Gummies

20
Grüns is now at all 400+ Sprouts locations! Just in time for the New Year. I'm grateful to our partners at Sprouts who have leaned in and given us this opportunity. We hear it's flying off…

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