Summary: Les Mills spent 30% less on their social ads in 2020 than in 2019 and saw an 80% increase in new contacts with Marigold Grow. They also saw great results from this campaign, which ran for 30 days and resulted in: 6,681 entries, 12,575 views, a 54.4% conversion rate, 2,778 new CRM contacts, and 1,761 trials.
For over half a century, Les Mills has been on a mission to create a fitter planet. Yet rather than shaming people into fitness, its ethos is about helping people fall in love with activity and movement. However, the COVID-19 pandemic has meant treadmills have been turned off, spin bikes unplugged, and squat racks sit idly by accumulating dust. For some brands, disruption can become an opportunity, and Les Mills has been a pioneer of bringing its unique, fun, and high-energy workouts online to locked-down fitness enthusiasts.
With so many of us rooting out old gym shoes and embarking on a new fitness journey, Les Mills conceived an engaging quiz to help newbie or lapsed health aficionados find their fit.
Campaign objectives
Les Mills was seeking to gather its customers’ motivations, and fitness preferences at scale so it could truly personalize each one of their experiences with the brand. Les Mills turned to Cheetah Digital by Marigold to deliver an engaging interactive experience that would gather valuable psychographic data points in return for tailored fitness advice and the chance to win a red-letter prize.
The Cheetah Digital by Marigold team was tasked with aiding to hit the following objectives:
- Grow a first-party database for future marketing initiatives
- Gather zero-party data (fitness preference data)
- Increase consumer awareness of the Les Mills brand
- Encourage free trials
Marigold Grow solution
Whether cardio is one’s vice, a blood-pumping group class, getting buff by lifting weights or something more mindful, the Les Mills quiz solution takes users through a range of questions to help laser in on the best fitness for them, and help the brand create a profile loaded with preference data.
So if a user highlighted that they like group cardio, they might be recommended spin classes, body pump, or a group treadmill class. The beauty of progressively profiling your customers is that it never stops — as their fitness interests, preferences, motivations, and desires change and evolve over time, so does your messaging, recommendations, and offer tailoring.
Through interactive experiences, Les Mills’ audience building and profiling helps them keep their data accurate, relevant, and up-to-date because it’s coming directly from their audience.
After completing the quiz, to receive their personalized fitness advice, users are required to submit a small amount of data, including their name and email address which could be used for future marketing initiatives.
Results
Les Mills’ quiz experience lasted for 31 days, and made use of multiple media channels, including Facebook and Instagram ads and posts, and website banner ads. Their 2020 campaign vs. their 2019 campaign saw their social ad spend decrease 30% but saw an 80% increase in new contacts. Overall, this campaign resulted in:
- 6,681 entries
- 12,575 views
- 54.4% conversion rate
- 2,778 new CRM contacts
- 1,761 trials
For more information about Marigold Grow, chat with a member of our team.
