Driving lead generation through digital media & social engagement.
Les Mills is the world's largest provider of choreographed exercise-to-music group fitness classes distributed to health clubs. In NZ they run their own gyms. As with all gyms constant new leads are required to replace the inevitable member churn. Les Mills reach out to us to help promote their summer prize pack, engage users through social media and generate high quality leads to help them drive revenue. We designed and developed a responsive competition microsite, designed strong campaign messaging and collateral and then managed the media spend and targeting to drive an exceptional end result.
An exceptional ROI
The budget for this campaign was modest, so we knew we have to make every media dollar count. We utilised the Facebook ad platform to identify a highly targeted audience based on shared attributes with current Les Mills members, demographics and location from a Les Mills facility. Les Mills gave us a KPI of 2,000 leads, this was considered a good ROI for the campaign. We obliterated this KPI bringing in over 9,000 new leads in 1 week, returning Les Mills a massive amount of value on a modest media spend.
A long term digital asset
The competition microsite we designed Les Mills is now a long-term digital asset they can re-skin for a similar campaign. The Microsite offers beautiful experiences across all devices and converts extremely well from mobile. It's integrated with Facebook's API to enable quick entry via a social login. It's designed from the ground up to help amplify the media spend with tight social and email sharing integration.