Fitbit finds Daylight as it pushes into Greater China

After setting up an Asia HQ in Hong Kong early this year, Fitbit has hired Daylight Partnership to run its digital marketing and social media presence, covering platforms from Facebook to Weibo, WeChat, and Douban. 

Daylight will support Fitbit, a San Francisco-based maker of activity trackers that encourages a fit, healthier lifestyle, as it continues to expand across Asia, especially China.

Daylight’s digital remit includes developing and executing Fitbit’s digital marketing strategy, bilingual content strategy, online brand management and influencer outreach programs. 

Fitbit's Flex is one of the world's best-selling activity trackers and is a leader in the fast-growing wearable devices segment. Fitbit is currently sold throughout Asia in retail outlets including Apple Stores, LOG-ON, and Weaready.

In addition to editorial planning, listening and social media buy, Daylight’s first campaign for this client was creating social buzz for the Fitbit Cycling Team at the recent HSBC Pok Oi Cycle for Millions.

Upcoming campaigns include the International Dragonboat Race as well as other wellness and sports-related events.

The win adds to a growing client list for Daylight Partnership, an agency launched last October by David Ko, former executive vice president for Waggener Edstrom Asia Pacific, that focuses on integrated marketing across PR, content, social, web and mobile.