Industry
Technology
The challenge
Over a 10+ year partnership, Freedman has supported Fitbit’s global campaign delivery as the brand scaled across markets, channels, and asset volumes.
During this period, Fitbit grew into one of the world’s most recognised wearables brands, with over 143 million devices sold globally and consistently high user engagement. As campaign activity increased year on year, the challenge shifted from launching campaigns to maintaining operational control under sustained global scale.
The risk
As global activity increased, several risks were emerging:
Asset volumes rising sharply, including a documented 75% increase during peak campaign periods, putting strain on existing delivery workflows.
Rework increasing due to unclear approvals and inconsistent local interpretation.
Quality and brand consistency varying by market as pressure increased.
Growing operational effort required just to maintain delivery timelines.
Reduced confidence that global intent would reliably translate into local execution.
Nothing was failing outright - but the system was under strain. Left unchecked, this type of friction compounds at scale.
Our role
Freedman took ownership of Fitbit’s global campaign delivery model - working across central teams, agencies, and local markets to restore consistency, predictability, and control at scale.
What we took control of
To stabilise and strengthen delivery across markets, we focused on four areas:
| Direction & governance
We clarified ownership, decision rights, and escalation paths so global intent translated consistently into local execution - without constant intervention from central teams.
| Delivery system & workflows
We redesigned how work flowed across markets, covering briefing, asset production, approvals, and handoff. This reduced duplication, rework, and dependency on individual teams to “make it work”. As volumes increased by 75%, delivery timelines were reduced by 29%, demonstrating cumulative efficiency gains rather than short-term acceleration.
| Local execution & quality control
Across peak delivery periods, 695 assets at a time and thousands across the partnership were delivered on time, on brand, and on budget across 14 European markets, spanning ATL and BTL channels. Brand guardianship ensured slogans, on-screen device content, subtitles, and visual details were applied consistently, protecting creative integrity under pressure.
| Learning applied over time
Patterns from repeated campaigns were captured and applied forward - reducing friction and improving performance as delivery volume increased year on year.
The outcome
High volume global delivery sustained without timeline extension
29% reduction in time to market despite increased complexity
Consistent execution across 14 markets and multiple channels
Reduced late-stage rework and fewer delivery escalations
Global campaign delivery became predictable under pressure without slowing global momentum
Global delivery became steadier, not heavier.
What changed for Fitbit
Over a 10+ year partnership, this delivery stability supported consistent brand execution for a company that has sold over 143 million devices globally and maintains high user engagement, with 96% of users using Fitbit for daily activity tracking.
Fitbit moved from managing campaigns market by market to operating with a scalable global delivery system - allowing teams to focus on strategy and growth rather than firefighting execution issues.
Why this matters
At maturity, global campaigns don’t usually fail spectacularly.
They become inefficient, inconsistent, and harder to manage.
This engagement shows how owning the delivery system restores control - and keeps global operations working as scale continues.
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