About This Playbook

The brief: a subscription fitness app with home workouts and a habit tracker, ahead of a January push. It has a free trial and a paid plan but little awareness outside its existing users. The goal is trial starts from people who already follow fitness creators, at a cost the brand can compare with paid social.

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In this example, the brand wants volume and variety rather than one big name. It works with Baseamp on a six-week program with 40 micro creators across TikTok and Instagram, each with a unique code and link so every trial is tracked.

Challenge

Running 40 creators at once is mostly an operations problem. Contracts, briefs, app access, drafts and posting dates multiply fast, and one missed approval means a post goes live unseen. Fitness content also drifts into promises about weight and body change, which platforms and regulators both watch closely.

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The brand also needs clean data. With 40 creators, gut feel is useless. Each trial has to be tied back to one creator, one platform and one format, or the brand cannot tell who to rebook for the next season.

Strategy

Creator Mix: 40 Micro Creators, Two Platforms

We would book 40 micro fitness creators: 25 on TikTok and 15 on Instagram, mixing home workout, strength and running creators so the brand can see which audience converts. Every creator is checked for real engagement, audience location and past fitness sponsors.

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Formats: a workout filmed inside the app, a one-week habit challenge, and a planning routine showing how the creator schedules training for the week. Creators keep their own style, but no post makes weight-loss or body-change promises, and every caption is approved before it goes live.