One Million Steps Challenge

Influencer Marketing

Getting the Nation Moving with Fitbit and Diabetes UK 


Galvanize the UK to take One Million Steps

Fitbit partnered with Diabetes UK for its second year to support the charity’s One Million Step Challenge (OMSC), whereby participants are encouraged to take one million steps over a three-month period to get fit and raise money for people affected by diabetes.

Our task was to develop a fame-driving campaign to generate participation and engagement with the challenge amongst their own community and amplify the partnership via earned national and consumer media.

Authentic talent partnerships to drive engagement and get people moving

We partnered with actress and British TV personality, Nadia Sawalha, whose father has type 2 diabetes and was once told she was herself at a high risk of developing diabetes if she didn’t make lifestyle changes.

Our partnership saw Nadia gifted a Fitbit Sense and sign-up for the OMSC so she could document her experience in real time and encourage her fans and the Fitbit community to get involved. We staged a shoot day to create a hero video and supporting assets to seed via earned and paid media channels to drive sign-ups.

To deliver depth of messaging, Nadia shared details of her experience and the importance of living a healthy and active lifestyle, through earned consumer media interviews and boosted content via her social channels.

Seismic results across social and earned media

On social media we achieved a 2.1M reach with OMSC content, 141k engagements, 1.3M views and 40k link-clicks to sign up.

Nadia’s press interviews landed 28 pieces of coverage in the UK’s biggest national and lifestyle outlets such as The Guardian, The Telegraph, Hello! and Metro, achieving a total reach of 681M.

Most importantly, the Fitbit partnership and our campaign helped Diabetes UK achieve a total of 17k sign-ups and £672k donations.​