You Never Know Until You Tri

Tribus is a new fitness and social hub in KSA founded by three Saudi women who wanted to offer curated experiences to women looking to challenge themselves. The name Tribus is inspired by the power of threes to reflect the three founders, the three sports of a triathlon and the trio of physical, mental and spiritual well-being. It also incorporates the power of community in a “tribe.”
Tribus approached Blue Hat to create an online presence that resonates with the brand's rebellious and bold personality, while promoting all elements of health; mental and physical, and empowering women to challenge gender stereotypes in KSA. Due to gym closures during the pandemic and aligning with Tribus' aim of reaching a niche audience, we adopted a low-budget media plan.
We created a social media strategy to engage users with that purpose and leverage Instagram as a digital extension to the strong, close-knit tribe, to trigger curiosity around this new gym concept and ultimately increase followers, engagement, sign-ups for the gym and create an online community.
We planned various themes of posts showcasing inspirational, motivational, and educational content, while establishing the rebellious brand tone of voice. The visuals were inspired from the brand’s bright neon colors clashing with black. The footage focused more on showcasing the female body in a mysterious manner, with black and white contrast showing determination and strength, accompanied by edgy and bold music.
Upon easing lockdown restrictions and taking into consideration limited capacity measures, Tribus' tribe grew as they achieved around 50% capacity of class sign ups by May 2021.
Aside from fostering a like-minded community of women supporting each other and despite the pandemic and nationwide lockdown we achieved the following:
50% of current followers were gained organically
Average organic engagement rate of 7.3% / month exceeding industry average (as per Rival IQ the Health & Beauty industry average engagement rate/post is 0.53%)
With paid ads, a low budget of 500$/month, we achieved the following:
Average engagement rate of 40% / month
Average of 90 saves & 107 shares / month
Get ready to Tri!