An agile creative model for Fitbit’s marketing services structure


Fitbit helps people around the world with a complete & integrated view of their health & wellness. Genero’s solution augments their agency and internal marketing structure, providing an agile creative and production solution in the US, Australia and Asia.

For briefs where Fitbit needs to recreate global campaigns for new markets, source local production teams for regional content or where there are challenges around speed and budget, Genero forms an important part of the brand’s marketing services framework.

Planning & Execution


A few examples of our work together are below:

In Japan, Fitbit needed to reimagine an existing US TVC for the local market, taking into account culture and nuance while clearly communicating the benefits of the product. Click here to read the full case study.

In Australia, Fitbit used Genero to concept and produce an integrated local campaign for Father’s Day. The commissioned team brought the campaign concept of ‘knowing your body better through numbers’ to life, through an insight-led creative response that positions Fitbit as the perfect gift for the typical dad in Australia and New Zealand.

In Singapore, the marketing team created a campaign to raise awareness of a new healthy population initiative called Live Healthy SG.

Also in South East Asia, the brand needed to adapt an existing US campaign into a suite of digital assets for the region, highlighting ‘Homebound Heroes’ during Covid-19 and driving awareness of Fitbit Premium in the region. With restrictions on live action shoots, Genero creators BDA recreated the American ad using authentic and localised stock footage. This content was created within a week from brief to delivery.

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The Campaign Asia-Pacific Team