Your new morning ritual
from Feel Reformed
A new morning ritual from
Feel Reformed
A community in motion
A community-powered wellness activation by Feel Reformed.
Formation is redefining how London wakes up. Through movement, ritual, and clean living. More than just a fitness class, it’s a cultural shift toward mornings that feel aligned, connected, and reformed.
Building Community
In Australia, wellness communities have become social movements.
Take SoSo’s Run Club, it grew from 12 to over 500 runners in just one year, powered entirely by community and social media. Now with 27K+ followers, it proves one thing.
Wellness culture isn’t just practiced. It’s shared.
Make Formation a non-negotiable part of London’s morning ritual.
A reason to get up, move with intention, and start your day connected.
My Take
This social strategy is rooted in human behaviour, cultural momentum, and emotional resonance. Each content piece is intentionally crafted to move people through the funnel: from curiosity to community to connection.
And this is how.
Pre-Launch
By teasing the idea of Formation rather than announcing it outright, we spark FOMO and curiosity, which are key psychological drivers on social.
AI, trending edits, and oversized branding (like a life-sized Feel Reformed bottle) build hype and virality.
Conversational pieces (text screenshots, IRL interviews) make the brand feel personal and culturally aware.
TikTok trends like “this &” and POVs mirror existing behaviour, making the content feel native and discoverable.
Launch
Everything captured at the event is designed to feel aesthetic, emotional, and aspirational.
Founder content adds approachability and authenticity, reinforcing Formation as not just a class, but a movement led by real people.
Instagram Live and mirror selfies create real-time social proof, giving non-attendees a reason to want to be at the next one.
0.5x BTS, drink taste tests, and vox pops encourage shareable content and participant-tagged UGC.
Post-Launch
This is where momentum becomes a movement. We turn hype into ritual by showing Formation is not a one-off, it’s a lifestyle.
Carousel recaps show the community, not just the movement
Personal testimonials, phone-call-style skits, and GRWM videos help translate the IRL feeling into digital storytelling
UGC-based story polls and email touch points re-engage and segment the audience for next time
Measuring Success
Success will be measured by reach, engagement, and conversion across digital and real-life touch points. Key metrics include Reels/TikTok saves, RSVPs, UGC, and repeat attendance. Ultimately, success means building a loyal community that not only shows up, but shares, connects, and grows the movement organically.