Case study · Health & wellbeing

Genesis Health: digital marketing for a fitness audience.

The fitness industry is experiencing a recent boom, so Genesis wanted to find the right audiences and demonstrate their unique offering. We ran a series of social media advertising campaigns to attract new members and franchisees and drive sign-ups.

Sector: Health & wellbeing
Service: Social media advertising

Digital marketingCampaign delivery

The challenge

What needed to change.

Genesis Health runs open gyms alongside a variety of classes and programs for members, and the business is expanding throughout Australia. That growth created two audiences to reach at once: people looking for a gym to join, and people considering a Genesis franchise of their own.

With more people than ever taking up fitness, competition for attention was high. Genesis needed social media advertising that could reach the right people, show what makes its offering different, and turn interest into gym sign ups and franchise enquiries rather than passing awareness.

Approach

How the work took shape.

We treated each growth area as its own audience. Open gym memberships, classes and programs, and franchise recruitment each had targeted ads written for the people they needed to reach, and we added seasonal campaigns to drive sign ups for gym specials and member challenges.

Franchise recruitment was handled as a separate stream, with campaigns aimed at potential franchisees in the areas Genesis wanted to expand into rather than at prospective members.

Genesis keeps an organised calendar of all its promotional offers, so we built the ad sets to work in sync with that internal plan. Each offer went live in social at the moment the gyms were promoting it, which kept the message consistent from the ad to the front desk.

Taking into account the various growth objectives, we rolled out a steady series of social media campaigns, each with on brand creative and copy, and kept refining audiences and placements as results came in.

Genesis Health and fitness 5 days free trials campaign.

The shift

Running the ads to the same calendar as the gyms meant every offer landed when members were ready to act.

Talk to us

Planning social advertising like this? Talk it through with us.

Tell us what your project needs to do, and we will help identify the next step.

Book a meeting

The work

The work, up close.

The campaigns ran across membership offers, class and program promotions, seasonal specials and franchise recruitment, each with its own creative and audience. The measures below compare performance since we started working with Genesis against the period before.

12%.

Increase in website traffic since the campaigns began.

9%.

Increase in franchise enquiries since the campaigns began.

The strongest lift came where the ads were most closely tied to the promotional calendar. Gym specials and challenges gave people a clear reason to join now, and the on brand creative made the offer recognisable whether someone saw it in their feed or on a poster at the gym. Sign ups grew faster than traffic did, which shows the audiences we reached were the right ones.