Curves: A healthy social community, made healthier - Dog
Curves: A healthy social community, made healthier
Curves International is a global fitness and wellbeing franchise designed specifically for women, with over 6000 clubs across 80 countries. Famous for its 30 minute workouts and supportive club environment, Curves aimed to grow its European community across UK, Ireland, France, Spain, Italy and Sweden, strengthening awareness of the Curves brand and introducing the benefits of Strength Training to more women.
With active social communities already in existence, albeit of differing sizes and levels of engagement across each European market, Curves’ franchise communities were in a healthy place. So Dog set out an integrated strategy that aimed to expand the Curves’ experience beyond the club, while recognising the role played by the clubs themselves.
The channel strategy.
Facebook was the natural home for this community, offering the greatest opportunities to engage with the target audience. So our focus was almost entirely on this channel, introducing Instagram for Curves UK as a secondary platform in recent months.
The content strategy.
The content strategy focused on capturing Curves’ global brand values of encouraging healthy lifestyle, body confidence and a sense of community support through engaging social content, localised and relevant to each individual market.
In addition to this ‘always on’ communication, we implemented quick win tactics to boost engagement including, for example, ‘Club of the Month’ and contests in each country using Facebook’s lead generation cards.
We used a full range of organic and paid social communications to maximise the impact and reach of content across each market.
Throughout the campaign, social community management remained vital. There’s no point having amazing creative and great messaging if members’ questions remain unanswered. Having reviewed past interactions and discussing with the Curves team, we created a set of robust FAQs in each language for our team to refer to, minimising response time and ensuring members receive the information they need. Open communication between our social team, Curves and our partner translation agency, mean that communities are attended to, quickly.
Connecting the dots.
To monitor engagement and behaviour across digital touchpoints, we implemented tracking across all social media links. By gaining such granular insight into each user’s journey following engagement with each social post, the team is able to analyse performance – both creative and messaging – optimising content weekly, and informing future social marketing strategies.
The paid strategy
Curves identified that September & October were periods where they expected to drive a large proportion of the targeted increase in users for the whole of 2016. This was due to seasonal demand for gym membership at that time, as well as the launch of a strong offer to promote their “Curvette of the year” campaign.
Dog took this on board and came up with an aggressive, multi-channel expansion to the always-on paid activity that was already in place. Channels such as YouTube, media placements in Trinity Mirror publications as well as programmatic platforms and increased spend on search activity were identified as opportunities to maximise new member sign-ups during this period.
Within 6 months, the integrated campaign across 6 European countries and in 5 languages, smashed social media fan acquisition KPIs set out for the entire year and at least doubled engagement rates. The budget has also been maximised, with active management of tactical paid campaigns ensuring that cost per leads in each country have been reduced by one third on average.
One example, during one 14-day tactical Facebook contest, almost 1800 leads were generated. Oh, and 2000 fans were acquired. The September and October Curvette campaign was very successful at promoting the Curves offering to people at different points in the customer journey from product research to purchase.
Thanks to this enhanced presence, in September paid search conversions across all 6 territories cumulatively rose by 149%, with the UK being particularly successful, seeing a 221% rise in conversions.
Curves has seen an increase in community engagement across social networks; a leap in the amount of user generated content across the European campaign; and an increase in leads and membership enquiries for Curves clubs across Europe.
A note from the client, Maud David, International Marketing Coordinator:
"Curves is much more than a fitness facility, it’s a community of women who support each other in changing their life. Our challenge was to create this same community feeling on our social media channels. We believe that Facebook is one of the best platform to connect together our members and Curves enthusiasts. Dog has helped us in reaching this goal by growing a stronger community while engaging them. They have done a great job in bringing our members on the national page and engaging with the club owners. The Dog team shares the same ambition for Curves, they’ve been using their expertise to expand our social media activities to new platforms and increase our investment in social advertising."
If you would like to discuss this integrated digital marketing campaign, or have any questions around our approach to social media management, paid search, media planning & buying, and / or SEO, feel free to drop us a note.