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Candibod: building an online fitness brand through Instagram communities in the southern hemisphere

Raeesah Chohan (Faculty of Commerce, University of Cape Town, Cape Town, South Africa)
Mignon Reyneke (GSB, University of Cape Town Graduate School of Business, Cape Town, South Africa)
Claire Barnardo (Case Writing Centre, University of Cape Town Graduate School of Business, Cape Town, South Africa)

Publication date: 23 June 2021

Abstract

Study level/applicability

The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. This teaching case is intended to be used as a case study in postgraduate business programmes such as Master of Business Administration, a specialist masters programme such as MM (entrepreneurship), postgraduate diploma in management, as well as selected executive education programmes.

Subject area

This case can be used in the subject areas of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing.

Case overview

This case looks at South African fitness Instapreneur Candice Bodington and how her business trajectory unfolded at the same time of the successful Australian Kayla Itsines. The case begins with Bodington considering options for her brand in January 2020. Following her business, Candibod’s, fast initial growth via Instagram, the case tracks its development while also glancing at the enormous success of Itsines and her Sweat with Kayla app. However, as Bodington faces her own health care, the future and next steps of a brand built on social media becomes less certain. The case ends just a few months later with the unfolding effects of Covid-19 and a whole new host of uncertainties, especially in the fitness industry and Bodington having to reconsider her brand’s options.

Expected learning outcomes

The learning outcome of this paper is as follows: to understand the challenges of building an online brand. To evaluate the effect of brand communities as a growth strategy. To analyse the impact of social media platforms as a brand-building tool. To critically assess the effect of changing industry dynamics and technology on consumer behaviour. To evaluate how brands can navigate the negative implications of social media. To understand brand differentiation. To understand the strategic decisions associated with brand repositioning.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing.

Keywords

Digital marketing, Brand building, Social media marketing, Strategic marketing

Keywords

Citation

Chohan, R., Reyneke, M. and Barnardo, C. (2021), "Candibod: building an online fitness brand through Instagram communities in the southern hemisphere", . https://doi.org/10.1108/CFW.2020.000016

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Claire Barnardo, Raeesah Chohan and Mignon Reyneke

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