Les Mills International.
Building a community of home fitness fanatics
Les Mills On Demand (LMOD) is a video platform for home workouts. One thing subscribers miss out on is the social aspect of group fitness at the gym. That’s is why the accompanying Facebook community is critical to home fitness success. It provides the support and inspiration subscribers need to keep at it!
Our job: convert LMOD subscribers into Facebook community members and drive them to engage with LMOD, trying new workouts that keep them coming back. Our goal was to educate subscribers on the benefits of engaging in a variety of classes, using the different methods available to them through On Demand. The solution: Mix It Up July: a four week programme that challenges LMOD subscribers to try four scientifically-proven workout combos and then head on over to Facebook to discuss and document their progress. And that’s exactly what they did! Throughout the campaign engagement levels on the Facebook page were the highest they've ever been, and we saw a real increase in the range of new workouts subscribers were trying out on the On Demand platform.