24/7 Fitness Case Study

We flexed our Digital Marketing muscles with 24/7 Fitness; supporting them with their SEO, Social, PPC, Email and Digital PR strategies.

The Brief

Support the brand across all channels (both online and offline) to be positioned as the premier 24/7 gym in the UK.

Work almost as an in-house team member, liaising with multiple departments and clubs to achieve consistent messaging.

Additional KPIS included: improve email engagement, help to build communities for each gym on social media, reduce advertising spend (so we could test it elsewhere) and finally increase brand awareness.

 

Execution

We initially started by gutting the Adwords account, resulting in a reduced spend and higher conversion. 

From an SEO stand point we wanted to increase the level of content across the website that could be reused across email and social channels.

However, the most prominent KPI was to increase brand awareness; therefore we started with a fun Digital PR campaign.

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Pieces Of Coverage

2X August Bank Holiday Revenue

0 :1
Adwords ROI

Core Terms Ranking On Page One

Results

Our first Digital PR campaign for 24/7 Fitness landed over 35 pieces of coverage, including The Daily Mail, Daily Star and The Sun.  We also achieved multiple links in The Metro and print publications from JournoRequests.

Email open rates and engagement have improved across the board, after we built more fun into them (everyone loves a gif!).  We’ve also seen additional app downloads as we began to promote this within the emails.

Adwords spend has halved even though revenue has increased, as we’re now purely focusing on converting terms.  This has freed up budget to test new advertising methods, including influencers.

Finally social engagement has dramatically increased as content is no longer syndicated across all club pages – we’ve worked with the team on social guidelines and training so that they can produce their own content.

 





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