The first Blocfit social media campaign was designed to reposition the gym around a clear identity: a space built by and for rock climbers. The goal of the project was to position the visual and cultural perception of the wall as an outdoor-inspired, rock-focused space.

The campaign focused on capturing climbing in a way that felt grounded, textured, and intentional. Rather than prioritising spectacle, the content highlighted technique, footwork, problem-reading, and the slower, more deliberate rhythm associated with outdoor climbing. The visual language of the campaign was built around subtlety, tension, and real movement quality.

Content was delivered across Instagram, with a focus on consistent releases, recognisable formats, and clear cultural positioning.

Over the course of the campaign, the project achieved:

7 videos
‍109,687 total views
453% increase on views per video
121% increase on engagement
10.8% follower growth

‍Beyond metrics, the campaign helped clarify Blocfit’s voice and strengthened its connection with climbers who value traditional movement and outdoor-style climbing. The project laid the groundwork for future content by firmly establishing the gym’s identity within both its physical space and digital presence.