Case study · Health & wellbeing
Established in 2012, they required a serious advertising and remarketing strategy for social and search to direct traffic and sales to their online store.
The challenge
NC Fitness is a national brand that sells its fitness equipment through an online store. Established in 2012, the business had reached the point where growth depended on paid reach: it needed to put its products in front of people who had never heard of the brand, and to bring back the ones who had looked without buying.
That meant a proper advertising and remarketing strategy across both social and search, built around sales rather than reach for its own sake.
As an eCommerce brand, NC Fitness needed to be able to target and retarget potential customers wherever they spent their time, and the audiences most likely to buy were largely untapped.
The brand image needed a lift as well. Before any advertising could work hard, the social feed had to look like a brand worth following, with content highly relevant to the audience that would build engagement and give new visitors a reason to trust what they found.
Approach
We took social and search together, because a customer rarely buys on the first visit. Social would introduce the brand and the products to untapped audiences, search would catch the people already looking for what NC Fitness sells, and remarketing across both would bring back anyone who had visited without purchasing.
A comprehensive SEO strategy sat underneath, so the paid work built on a website that could be found on its own merits.
There is no point in a good website if nobody sees it. We rolled out wide-reaching social campaigns on Facebook and Instagram that were on-brand and conversion focused, with the managed feed providing the content that kept the audience engaged between campaigns. This previously untapped channel became a serious source of revenue for NC Fitness.
On search, Google Ads targeted people with clear intent to buy and remarketed to previous visitors.
The shift
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The work
Our work allowed NC Fitness to stake out its online territory and reach new potential customers across a wide range of channels. Through a comprehensive SEO strategy and strong digital ads, the national brand got the gains it needed, with consistent growth across revenue and return on ad spend over the five years we have worked together.
The social audience grew with the sales. Total followers rose 37% between November 2016 and November 2019, and website traffic climbed steadily over the two years the campaigns ran.
Return on investment from Facebook and Instagram ads.
Increase in website traffic over a two year period.
Average annual growth in overall website revenue.
Google advertising did the work on the search side. Campaigns were built around the products people were actively searching for, from pro grade kettlebells to the wider range, and the ads sent them to product pages ready to convert. Compared with the previous year, purchases coming through Google Ads rose sharply while the account became more efficient, so the same budget bought more sales.
Product advertising for NC Fitness Australia carried the same look across social and search, so a customer who saw a kettlebell ad on Instagram recognised the brand when it appeared again in a Google result.
Increase in purchases from Google Ads compared with the previous year.
Decrease in cost per click compared with the previous year.
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