ABOUT THE COMPANY
Fitness First is the largest health and fitness group in the world with over 330 clubs and more than 1 million members across 15 countries. It is the market leader in Singapore and Asia, providing the perfect blend of state-of-the-art gyms and facilities including swimming pools, friendly and professional service, fitness expertise and convenience.
Fitness First Singapore has been awarded:
- “Best of Singapore” (Singapore Tatler, since 2005)
- “Best Gym” (I-S Magazine Reader’s Choice Awards, 2012-2014)
- “Best Fitness Centre” (Expat Living Reader Awards, 2011,2012,2014)
- “Arts Supporter” award (National Arts Council, 2010)(dance)
THE CHALLENGE: LOW TRAFFIC, LOW LEADS, LOW MEMBERSHIP SIGNUPS
One of the major challenges faced by Fitness First Singapore was the increasingly competitive nature of the fitness and wellness space. Not only did they have to compete with other brick-and-mortar gyms, but they also had to compete with “Class Pass” apps that provided consumers with more variety and flexibility when going for fitness classes. This competition led to rising costs per lead, and the number of leads generated through Search Marketing alone was also decreasing.
3 Key Challenges:
- Lead volumes began to stagnate
- Increasing competition from new gyms and fitness concepts
- People are less keen on signing long-term memberships
THE SOLUTION: ORGANIZE, TRACK, OPTIMIZE, REFINE
OC Digital’s strategy for Fitness First was to compliment the marketing calendar that the client-marketing team had so that digital marketing can work seamlessly together with its ATL push. OC Digital’s approach was to grow the Fitness First campaign into more channels, thereby looking to generate greater brand awareness by tapping into whole new target customer groups. In addition to highlighting the widest location reach and most comprehensive list of classes, OC Digital aimed at increasing results and exceeding expectations by successfully blending Search Marketing (SEM/PPC), Display and Facebook campaigns.
Search Marketing Restructuring & Implementation
Site links were introduced on most keyword terms, including generic expressions. This provided significant cut through on the search engine results page, portraying great offers with fantastic ads.
Geo targeting was also a significant factor in the campaign’s success. Focusing on the main gyms in locations such as the CBD area to start, we were able to introduce location extensions, targeting the user by the region of their IP address and the gym nearest to them.
Safety Measures were highlighted in great especially after the CB period during Phase 1 and 2 when gyms were able to re-opening.
Facebook Marketing Implementation
Facebook marketing was used to ensure wide social media coverage across various interest and demographic audience segments ranging from INTERESTS, HOBBY, ONLINE BEHAVIOR, LOOKALIKE AUDIENCES, CUSTOM AUDIENCE LISTS and more. In total, we create more than 20 different audience segments and profiles and showing the most relevant ad content to them. [Eg. Spin class lovers may see Spin class ads as opposed to those who like Yoga]. This performance marketing strategy helped us to reduce wastage and thereby lowering the CPL in the long run.
Display Advertising & Retargeting
OC Digital used the Google Display Network to our client’s advantage by ensuring broad coverage of the Fitness First brand name.
Behavioural targeting was applied to ensure we were hitting only those who were in the market for a gym membership or fitness classes. This ensured that the cost per lead (CPL) target was adhered to where possible.
OC Digital set up Affinity Audience and Custom Audience list to ensure a wide but targeted coverage fitness related audience.
THE RESULTS: STAGGERING YEAR-ON-YEAR CONVERSION GROWTH OF 310%
By focusing on keeping the Cost Per Lead (CPL) low, we were able to help Fitness First Singapore drive a Lead Generation increase of 310% y-o-y successfully overcoming all the new gym concepts and challenges initially faced. OC Digital was also able to drive down the average Cost-Per-Lead by 38% hence contributing to the overall campaign performance.
Positive Words from Our Satisfied Client
“The successful digital marketing campaigns by OC Digital was aligned with Fitness First Singapore’s marketing plan, resulting in strong membership signups despite a challenging year for physical gyms. The alignment of these efforts helped the gym reach its target audience and effectively communicate its value proposition to potential members.”
Fitness First Singapore
Marketing Team
