Building a Fitter Planet With Digital Media
In 2016, our long-term partner Les Mills came to us with one simple request: How could we support every facet of their business through digital media? Their company model has three audiences that are equally critical to their success – clubs that subscribe to Les Mills' fitness class programming, Instructors who provide the ultimate fitness class experience within those clubs, and the consumers who pay club membership fees to attend Les Mills classes.
What they needed was a campaign, content strategy, and media plan that would engage with their three core audiences. It had to work at every level, using targeted messaging and goals that would also be inclusive and form inspiring connections with their offering. It was a difficult task, but one Harlo was well positioned to take on.
- Campaign Development
- Creative Direction & Design
- Media Planning & Buying
- Paid Social Campaign Management
- Content Promotion
Strengthening a Digital Presence
To answer the challenge, Harlo developed a nuanced media strategy that would drive new business leads into their sales funnel, recruit potential new instructors, and grow their fan base by reaching fitness enthusiasts on social media. All three campaign objectives relied heavily on paid social media tactics, which we expanded to include paid search as we optimized our campaign targeting and messaging strategies.
Across all three campaigns, our media team found efficiencies at every turn, generating approximately 750 new club sales leads, over 1,000 new instructor recruits, and 65K new social media fans on Facebook alone. The success led to a continued relationship to scale these campaigns in the following years, and with plans to pursue new testing opportunities and media platforms to build on our success of 2016.
NEW INSTRUCTORS RECRUITED
NEW CLUB SALES LEADS