In an era dominated by fleeting trends and the ever-watchful eyes of Gen Z, brands face a constant battle for relevance. How can an organization not only capture the attention of this discerning generation but also forge a genuine connection? M361, a non-profit dedicated to public health and social innovation, has seemingly cracked the code. Their recent campaign, co-created with Cossette, ingeniously transformed an ’80s fitness guru into an unexpected mental health icon for Gen Z, proving that authenticity and a touch of self-awareness can cut through the noise.
The Challenge: Connecting with Gen Z
Gen Z, born between the mid-1990s and early 2010s, is the first generation to grow up entirely in the digital age. This tech-savvy and socially conscious group is known for their short attention spans, their appreciation for authenticity, and their strong values. They can spot inauthenticity a mile away and are more likely to engage with brands that align with their values and demonstrate transparency.
For organizations like M361, the challenge lies in crafting social strategies that resonate with Gen Z without falling into the trap of trying too hard. Countless brands have attempted to connect with this generation, often failing by chasing trends or adopting slang they don’t fully understand. M361’s approach, however, took a different route, one that embraced irony, nostalgia, and emotional relevance.
The Solution: Nancy Choquette and “Cardio Mental Tonique Wow 2”
M361’s innovative social strategy centers around Nancy Choquette, a hilariously outdated ’80s fitness guru brought to life on TikTok. This character, seemingly plucked straight from a vintage VHS tape, leads “Cardio Mental Tonique Wow 2,” a program that cleverly blends retro fitness with modern mental health awareness.
The brilliance of this campaign lies in its self-awareness. Instead of attempting to mimic Gen Z’s language or trends, it creates a rich, narrative universe around Nancy Choquette, complete with her “boomer tone” and outdated references. This approach allows the character to feel real, sparking engagement and generating original trends rather than chasing fleeting ones.
Building a Universe, Not Just an Ad Campaign
M361 and Cossette went beyond simply creating a character; they built an entire world around Nancy Choquette. This world includes her Gen Z nephew, her washed-up ex Robert, and a steady stream of nostalgic VHS aesthetics. This immersive approach organically sparked engagement, leading to:
- Over 3 million organic views across platforms.
- Influencer collaborations and memes.
- A social strategy that avoids the usual “how do you do, fellow kids?” pitfalls.
By creating a narrative that Gen Z actually wants to explore, M361 successfully cut through the digital noise and forged a meaningful connection with this hard-to-reach audience.
Why It Works: The Key Elements of M361’s Success
Several factors contributed to the success of M361’s campaign:
- Authenticity: Gen Z values authenticity above all else. Nancy Choquette’s character, despite being a caricature, feels genuine because she doesn’t try to be something she’s not. Her outdated references and “boomer tone” are part of her charm, creating a sense of ironic nostalgia that resonates with Gen Z.
- Nostalgia: The ’80s aesthetic is experiencing a resurgence in popularity, particularly among younger generations. By tapping into this nostalgia, M361 was able to capture Gen Z’s attention and create a sense of familiarity.
- Humor: The campaign is genuinely funny. Nancy Choquette’s over-the-top fitness routines and awkward interactions with modern technology provide ample comedic fodder, making the content highly shareable.
- Mental Health Focus: Gen Z is more open to talking about mental health than previous generations. By incorporating mental health themes into the campaign, M361 addressed a topic that is relevant and important to their target audience.
- Building Community: The campaign fostered a sense of community by encouraging engagement and user-generated content. Gen Z members were invited to share their own fitness journeys and mental health struggles, creating a supportive and inclusive online space.
The Fitness Industry’s Evolving Role in Mental Health
M361’s campaign highlights a broader trend in the fitness industry: the growing recognition of the interconnectedness between physical and mental health. Traditionally, the fitness industry focused primarily on physical transformation. However, there’s a growing understanding that exercise and wellness practices can have a profound impact on mental and emotional well-being.
The Mental Well-being Renaissance
The fitness industry is experiencing a “mental well-being renaissance,” shifting from a focus solely on physical results to a holistic approach that encompasses mental and emotional wellness. Fitness professionals are increasingly becoming wellness advocates, guiding clients toward healthier, more resilient lives.
Research shows that a significant percentage of individuals now prioritize exercise for mental and emotional well-being over aesthetic goals. Moreover, a large number of personal training clients regularly discuss stress, sleep, and nutrition with their trainers, indicating a growing demand for holistic support.
The Dual-Continuum Model
This shift is further supported by the dual-continuum model of mental health, which emphasizes that mental wellness is not merely the absence of illness but a dynamic journey toward flourishing. This model recognizes that individuals can experience low emotional and mental wellness even without a diagnosed mental disorder, and that people with mental disorders can thrive with the proper support.
Fitness professionals are uniquely positioned to guide their clients along this path, helping them transition from languishing to flourishing by integrating evidence-based strategies for exercise, nutrition, social connection, and mindfulness.
Addressing Mental Health Needs in Fitness
As clients increasingly seek emotional clarity, stress relief, and resilience through fitness, the fitness industry has an unprecedented opportunity to lead the way. However, many fitness professionals feel underprepared to address their clients’ mental health needs.
To bridge this gap, various education and certification programs are emerging, equipping trainers with the tools to integrate mental well-being into their practice. These programs provide fitness professionals with evidence-based strategies for supporting clients’ mental wellness, fostering a training environment that prioritizes resilience, confidence, and self-compassion.
Marketing Fitness to Gen Z: Key Strategies
M361’s success offers valuable insights for fitness businesses looking to attract and retain Gen Z members. Here are some key marketing strategies to consider:
- Embrace Digital Platforms: Gen Z is highly digital-native, so a strong online presence is crucial. This includes maintaining active social media profiles on platforms like Instagram, TikTok, and Snapchat, where Gen Z spends a significant amount of time.
- Create Engaging Content: Regularly post engaging content such as workout tips, success stories, and behind-the-scenes glimpses to capture their attention.
- Focus on Authenticity and Transparency: Be genuine in your messaging and practices, emphasizing factors like sustainability, inclusivity, and diversity. Be transparent about pricing, membership terms, and facility amenities to build trust.
- Offer Flexibility and Convenience: Gen Z values flexibility and convenience in their lifestyles. Offer flexible membership options, such as pay-per-use or monthly subscriptions, and provide amenities like 24/7 access, online class streaming, and mobile booking capabilities.
- Build Community: Foster a sense of community through social media engagement, fitness challenges, and group activities that foster a sense of belonging.
- Leverage User-Generated Content: Encourage clients to share their fitness progress and tag the gym. This boosts engagement and attracts new members through word-of-mouth marketing.
- Highlight Mental Health Benefits: Emphasize the mental health benefits of exercise and create a supportive training environment that prioritizes well-being.
- Consider Influencer Marketing: Partner with Gen Z influencers who align with your brand values to reach a wider audience and build credibility.
The Takeaway: Authenticity, Creativity, and Social Impact
M361’s transformation of an ’80s fitness guru into a Gen Z mental health icon is a testament to the power of authenticity, creativity, and social impact. By embracing irony, nostalgia, and a genuine commitment to mental health awareness, M361 was able to connect with a generation that is often difficult to reach. This campaign offers valuable lessons for organizations and businesses looking to engage with Gen Z: be real, be creative, and be mindful of the issues that matter to them. By doing so, you can build a lasting connection and make a positive impact on their lives.
