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Case Study

The Challenge

Having recently opened a second branch due to their ten-years strong success, BodyPro Personal Training was faced with a brand awareness and lead generation challenge. Until now, they’d relied heavily on word of mouth advertising, but as trends change, it was no longer quite enough to keep them busy. The business is a unique concept, focusing on a private gym experience. They had no social media presence, no leads or strategy to convert new customers. And with a smaller budget and failed attempts at launching traditional media campaigns, it was proving difficult to find and educate potential customers to sell their unique offering.

The Solution

Created for BodyPro by our graphic design team

Strategy

With a small budget, we needed to be savvy to hit their objectives. So for a six-month campaign, we focused on content creation with the aim of highlighting the benefits and not the features. We took this concept from the first iPhone launch. Traditionally, phone companies would concentrate on the product features like memory, weight and appearance. Apple did things differently. They focused on the concept of having 1,000 songs in your pocket. So for BodyPro Personal Training, we focused not on the features of their service, but the benefits they could provide.

We highlighted real-life problems to highlight these benefits, as well as communicate the unique identity of the brand, through the videos and images we shared. We followed the journey of a gentleman in his 50’s, who thought he could never get fit, to the fittest he’d ever been. We also shared the story of a lady who suffered with her mental health. After working out in a reassuring, personal and supportive workout environment, she was left feeling healthier and feeling happier. Throughout the campaign, we shared stories like this, which the target market could relate to.

Strategy

With a small budget, we needed to be savvy to hit their objectives. So for a six-month campaign, we focused on content creation with the aim of highlighting the benefits and not the features. We took this concept from the first iPhone launch. Traditionally, phone companies would concentrate on the product features like memory, weight and appearance. Apple did things differently. They focused on the concept of having 1,000 songs in your pocket. So for BodyPro Personal Training, we focused not on the features of their service, but the benefits they could provide.

We highlighted real-life problems to highlight these benefits, as well as communicate the unique identity of the brand, through the videos and images we shared. We followed the journey of a gentleman in his 50’s, who thought he could never get fit, to the fittest he’d ever been. We also shared the story of a lady who suffered with her mental health. After working out in a reassuring, personal and supportive workout environment, she was left feeling healthier and feeling happier. Throughout the campaign, we shared stories like this, which the target market could relate to.

Created for BodyPro by our graphic design team

Platform

The aims of our activity were to create brand awareness and to build brand authority. To do this, we communicated to a targeted audience through Instagram stories and Facebook videos. From our experience, we knew these channels were extremely cost effective and are affordable for all budgets, creating greater scope for a positive return on investment (ROI). Plus, we knew that these platforms are where the attention of the target market was.

Created for BodyPro by our graphic design team
Created for BodyPro by our graphic design team

Targeting

Their personal training studios are based in Rochdale and Bolton, so we targeted specifically those people who are already interested in local gyms and focused on people who are trying to lose weight, get fit and live healthier lives. How did we find them? Using the platforms’ targeting tools, we were able to aim our content at people who ‘liked’ the pages of local gyms and people who had been interested in health and fitness based products in these targeted areas.

Targeting

Their personal training studios are based in Rochdale and Bolton, so we targeted specifically those people who are already interested in local gyms and focused on people who are trying to lose weight, get fit and live healthier lives. How did we find them? Using the platforms’ targeting tools, we were able to aim our content at people who ‘liked’ the pages of local gyms and people who had been interested in health and fitness based products in these targeted areas.

Created for BodyPro by our graphic design team
Created for BodyPro by our graphic design team

Message

Throughout the six months, we continuously educated and highlighted engaging quality content they would find appealing. The content would emphasise great benefits and add give value to the audience through healthy eating ideas, as well as quick workouts they could do at home, in the gym or even at work. This encouraged people to buy into the brand, increasing brand authority. Every advert served inspired the audience to start a conversation with us on the platform, which meant it was a low commitment call to action and so simple for them to find out more.

How we helped Helen with her depression

How we helped Helen with her depression | Bodypro Personal Training now open in Bolton

Posted by Bodypro Personal Training on Wednesday, 27 December 2017

Results

87%

Increase In Social Media Audience

74%

Decrease In Cost Per Lead

78%

Increase In Social Media Engagement

37%

Increase In Bookings

87%
Increase In Social Media Audience
74% ↓
Cost Per Lead
78%
Increase In Social Media Engagement
37%
Increase In Bookings

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We are focused on working with a select group of brands, supporting them from social media marketing to influencer marketing and content creation.
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