Invisible Treadmill HIIT Class: How We Executed a Paid Media & Email Marketing Strategy
Introduction
When we were approached by an independent gym with their innovative concept for Invisible Treadmill HIIT Group Classes, we knew we had a unique challenge and opportunity on our hands. As the first fitness solution of its kind, FitWizz aimed to revolutionize how people perceive and engage in high-intensity interval training (HIIT) workouts. Our task was to create and execute a paid media and email strategy that would generate awareness, drive engagement, and ensure full attendance for their inaugural classes.
The FitWizz Concept
FitWiz's Invisible Treadmill HIIT Group Classes offer an on-the-spot, high-intensity workout without the need for bulky equipment. This concept is perfect for busy, space-conscious fitness enthusiasts. The benefits include:
Ultra-portable: No need to transport heavy, cumbersome equipment.
Space-efficient: Ideal for any environment, indoors or outdoors.
Target Market
Our primary audience consisted of women aged 30-55, predominantly located in Lichfield. This demographic values effective and convenient fitness solutions that can easily fit into their busy lifestyles.
Objectives & Key Results
Our key objectives were clear:
Conduct a successful paid media and email launch campaign to achieve 100% attendance for the first park class.
Generate significant awareness in the Lichfield area, resulting in a notable increase in local brand recognition for FitWizz.
Paid Ad Campaign
We devised a sequenced ad campaign to guide potential participants from initial engagement to signing up for a free trial class. The campaign was structured as follows:
Phase 1: Engagement Campaign
We created a fun and interactive gym class quiz designed to capture the interest of our target audience and determine which class best aligned with their goals and interests.
Targeting Strategy
Audience 1: Custom Audience
Everyone who engaged with FitWizz's social media in the last 30 days.
Audience 2: Lookalike Audience (1%)
Individuals similar to current gym members.
Audience 3: Demographic Targeting
Gender: Female
Interests: Technology, Fitness Technology, Gym Classes
Phase 2: Free Trial Campaign
Once users engaged with the quiz, we targeted them with ads inviting them to try the Invisible Treadmill HIIT Group Classes for free.
Targeting Strategy
Audience 1: Quiz Engagers
Everyone who engaged with the gym class quiz campaign.
Audience 2: Lookalike Audience (1%)
Individuals similar to those who scored 'outdoor HIIT class' on the quiz.
Email Marketing Campaign
To complement our paid advertising efforts, we designed a series of engaging and interactive emails.
Invisible Text Campaign
In keeping with the Invisible Treadmill concept, we created emails where the text was 'invisible' and required recipients to highlight the space to reveal the message. This unique approach not only captured attention but also reinforced the brand’s innovative image.
Results
The results of our comprehensive marketing efforts were outstanding. By strategically targeting and engaging the right audience, we were able to achieve the following:
100% attendance for the Invisible Treadmill HIIT Group Classes during the first six weeks of launch.
Over 300 sign-ups for the initial free trial within the first month.
75% post-trial conversion rate, leading to 135 paid memberships.
Increase in social media engagement by 75%, with a significant rise in likes, shares, and comments on posts related to the Invisible Treadmill.
Brand awareness in the Lichfield area increased by 50%, as measured by a local survey and social media analytics.
