How Keep, the 200-Million-User Fitness Platform, Masters Cross-Industry Co-Branding in Pharmaceutical Marketing

From the fitness community to the tech sector and the pharmaceutical industry, Keep’s expansion ambitions are clearly evident.

In recent years, fitness activities have gained increasing popularity. According to the "National Fitness Plan (2016–2020)," China's physically active population was projected to exceed 700 million by 2020, accounting for more than half of the country's total population. Driven by the dividends of internet technology, the online sports user base has rapidly risen to 350 million.

Behind the massive data, a wave of internet-based fitness brands has also emerged. Leading the charge is Keep, which has attracted 200 million users.

Keep is a fitness platform dedicated to providing a one-stop sports solution, including workout tutorials, running and cycling tracking, social networking, fitness and dietary guidance, and equipment purchasing.

As the leading fitness platform in China, Keep has delivered impressive performance in recent years. From offering pure content to developing smart hardware, opening offline retail stores, and now engaging in cross-industry marketing with pharmaceuticals, Keep continues to disrupt and innovate.

Cross-Industry Expansion into Pharma: What Has Keep Done, and How? Recently, VCBeat had the privilege of interviewingKeep Director of Commercial Marketing Planning, Zheng Bin, providing a detailed interpretation of the above issues.

“Keep’s cross-industry expansion is inseparable from its observation of market development and changes,” said Zheng Bin, Director of Business Marketing Planning at Keep, in an interview.

He pointed out,First, Keep’s cross-industry expansion into the pharmaceutical sector stems from a shared philosophy with the industry: helping people live healthier lives.

“Keep is a sports technology company. What we advocate is a healthy lifestyle. The essence of the pharmaceutical industry is to help people live healthier lives, and Keep is no different. Therefore, our goals are actually aligned,” said Zheng Bin.

Furthermore, in his view, Keep’s foray into the pharmaceutical sector is also based on the following points:1. High degree of population matching.Keep users generally pursue “health.”II. Aligning with the Evolving Digital Marketing Landscape in the Pharmaceutical Industry.With the development of the internet, advertising trends in the pharmaceutical industry have shifted, placing greater emphasis on platform attributes and the availability of precisely targeted users.III. Responding to national policies and guidelines such as "Healthy China" and "National Health."For example, the “Outline of the ‘Healthy China 2030’ Planning” advocates for national health and nationwide physical activity.

(Figure caption: Keepland)

“Based on the above points, Keep’s foray into pharmaceutical marketing also stems from its four core advantages.”First, content advantage,On the Keep platform, there are thousands of high-quality fitness courses.Second, user advantage.Keep has a total user base of 200 million, with 6 million daily active users.Third, social advantages,We have a highly active community, with influencers and celebrities joining.Fourth, the ecological environment,Keep has cultivated a robust fitness ecosystem, offering not only workout courses but also a range of smart hardware devices—such as smart bands, treadmills, and stationary bikes—as well as various fitness consumer products, including yoga apparel, yoga mats, and barbells. Additionally, we operate offline fitness spaces under the brand Keepland. In practice, weThe industrial layout in the sports sector is highly comprehensive.of.” Zheng Bin told VCBeat.

(Figure caption: Keep smart band)

With a strong market presence and robust capabilities, Keep operates like a cheetah, swiftly seizing opportunities. Its cross-sector expansion mirrors the myth it created at its inception, claiming top honors with its very first move.

This June, Keep made its debut cross-industry foray into the pharmaceutical sector by partnering with Voltaren.

“This is a brand-new attempt and exploration,” commented Zheng Bin.Voltaren is a topical cream that alleviates pain caused by sprains, strains, contusions, and overuse injuries of muscles and soft tissues, as well as lower back injuries and joint pain.On the Keep platform, users frequently experience muscle soreness and injuries; Voltaren’s functionalities are highly aligned with the attributes of the Keep platform.

Zheng Bin explained that when Voltaren approached Keep, the Keep team’s primary consideration was whether the product could help Keep users address their practical issues and deliver tangible value. Only after thorough evaluation did Keep finalize its partnership with Voltaren.

Following the establishment of the partnership, the next steps involve the execution of marketing strategies and other related activities. For Keep, a company brimming with innovation, it is undeniable that pharmaceutical marketing must break new ground.

“First, we believe that for every brand and every product, marketing on different platforms requires identifying a highly relevant angle—that is, finding the right language to communicate with users.”“Zheng Bin said.”

(Figure caption: “Voltaren Shoulder, Neck, Waist, and Back Relief” online course produced in collaboration with Voltaren)

In collaboration with Voltaren,Keep’s team adopted a “fitness essential” marketing approach, positioning Voltaren as a must-have item in users’ gym bags.“Previously, users would only purchase the product when they experienced pain. Now, we need to change their mindset by positioning Voltaren as a ‘sports companion,’” said Zheng Bin.

Following concept validation, Keep’s innovative marketing strategy involves the following key steps:1. Collaborate with Voltaren to produce the online course “Voltaren: Shoulder, Neck, Waist, and Back Relief,” demonstrating brand care; 2. Film creative videos for online promotion; 3. Launch online topics and challenges; 4. Host large-scale offline interactive events in first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, sharing professional sports knowledge with hundreds of participants per session; 5. Leverage influencer endorsements to drive consumer interest.

“Through this series of marketing efforts, Voltaren has achieved”Hundreds of millions of impressions. In addition, the Voltaren Brand Space has grown from zero followers at launch to its current level,Grew to hundreds of thousands of followers.” Zheng Bin said.

(Figure caption: Collaboration with Voltaren, offline interactive event)

The remarkable effectiveness of this marketing campaign is attributable to Keep’s strong user cohesion and its precise understanding of user needs in terms of scenarios and services.

Zheng Bin told VCBeat that Voltaren was highly satisfied with this marketing campaign, resulting in a win-win outcome for both parties. The two sides will further deepen their cooperation in the next phase.

Cross-industry collaboration is Keep’s breakthrough point. Keep’s marketing ecosystem has also evolved comprehensively from its initial trial efforts. Zheng Bin stated that, building on the successful marketing campaign with Voltaren, Keep will continue to expand its reach in the next phase by leveraging high-quality content and brand partnerships to achieve a series of cross-industry collaborations.

In the internet fitness sector, Keep is undoubtedly a dark horse, consistently delivering unexpected surprises. For instance, just 105 days after its inception, Keep amassed one million followers; by its 921st day, its user base had soared to over 100 million. Additionally, in 2018, Keep completed a $127 million Series D financing round, setting a record for the largest single funding round in the sports industry, with its total fundraising over four years exceeding RMB 1.2 billion.

Like newborn calves unafraid of tigers, Keep has relied on its indomitable spirit to continuously reinvent itself and pursue diversified development. “Currently, young people are the main force on our platform.”In the next phase, Keep plans to break into the middle-aged and elderly demographic, with customized fitness content for this group expected to launch in the first half of next year. Examples include rehabilitation courses and programs focused on cardiovascular and cerebrovascular health.”Zheng Bin introduced.

(Figure caption: Keep platform)

In addition,Keep will also adopt a female-user perspective to develop parent-child courses, while simultaneously expanding into the pediatric medication market.“At Keep, female users represent a substantial demographic. Mothers are highly concerned about their health, making parent-child fitness classes a promising content offering,” said Zheng Bin.

Leveraging its insights into user needs, Keep’s strategic layout is no longer confined to the fitness sector. Zheng Bin stated,Currently, Keep adopts a relatively open stance., many well-known health brands and pharmaceutical companies are also seeking collaboration, with further negotiations underway.

“For instance, gastric medications and ophthalmic drugs can facilitate collaborations through our eye exercise programs. In fact, the market remains vast for Keep.”We also look forward to Keep creating more value for users.“Zheng Bin said.”