Les Mills - Digital Fitness
Harlo Helps Les Mills Build a Fitter Planet
In 2016, our long-term Les Mills partner came to us with one simple request: How could we support nearly 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.
- Campaign Development
- Creative Direction & Design
- Media Planning & Buying
- Paid Social Campaign Management
- Content Promotion
To answer this 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, and 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 and was able to generate approximately 750 new club sales leads, over 1,000 new instructor recruits, and 65K new social media fans on Facebook alone. We've already been tapped to scale these campaigns in 2017, and we plan to pursue new testing opportunities and media platforms to build on our success of 2016.
NEW INSTRUCTORS RECRUITED
NEW CLUB SALES LEADS