More than just a fitness accessory
CHALLENGE
Polar wanted to position its wearable tech as an essential tool for transformation, not just a fitness accessory. Using the insight that it takes 66 days to build a habit, the goal was to show audiences that Polar watches could be a key enabler companion in long-term habit formation. To bring this to life, we developed an immersive, high-impact creator-led campaign focused on consistency, movement, and self-improvement. Not featuring professional athletes, but instead co-creating with sports advocates from diverse and multi-disciplines and interests, each chosen to align with the unique strengths of Polar’s three product lines.
SOLUTION
Enter the 66-Day Challenge: a creator-driven activation designed to make habit-building engaging, authentic, and aspirational.
We partnered with creators from different lifestyle categories: adventurers, runners, and athletes.
They then each selected a habit goal that aligned with their lifestyle and the features of the product they would get: “Explore More,” “Find Your Rhythm,” or “Act as an Athlete.” Using a Polar watch tailored to their goal, they started a 66-day journey to optimise their lives.
Creators documented their challenge in two key video drops:
- The first video introduced the challenge, highlighted the science behind habit formation, and showcased how their Polar watch would support their journey.
- The second video was the hero piece: a montage of 66 one-second clips capturing real, unfiltered moments from their journey. Sweat, struggle, triumphs, rest days, and unexpected twists: every second told the raw, unscripted story of forming a life-changing habit.
The result? A campaign that didn’t just sell a product, it started a movement. With a mix of high-energy TikTok storytelling and cinematic Instagram reels, Polar’s 66-Day Challenge positioned the brand as the go-to for long-term fitness transformation.
RESULTS
This campaign was about standing out, building advocacy, and strengthening connections. Each creator brought their own style, making Polar feel both aspirational and personal.
Instagram:
- 6 content drops
- 4.33% engagement rate
- 365.6K+ views
TikTok:
- 10 content drops
- 70K+ views
- 9.81% impact rate
