Result-Yielding Digital Marketing Strategy Drives Over 27% Incremental Sales Lift

Award-Winning Honestly Smart Digital Marketing Partner C ASE STUDY

Result-Yielding Digital Marketing Strategy Drives Over 27% Incremental Lift in Membership Sales Across the Customer Journey for Leading Fitness Center Franchisor.

Finalist 2019–2020

Winner 2016–2017, 2020 Highly Commended 2018

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Aggregate Lift Across Key Conversions Points 12x 8x 4x

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Challenge Our client, a leading fitness center franchisor, needed to determine the effectiveness of their advertising efforts on driving membership sales.

To achieve the client’s goal, our media strategy and analytics teams collaborated to develop a rigorous measurement solution that would provide the client with accurate, insightful results to inform future business strategy.

Step 1

Step 2

Step 3

Member Info Submission

Payment

Membership Confirmation

Strategy Our team developed a full-funnel measurement solution that departed from a traditional A/B testing methodology and pivoted to a ghost bidding methodology, which seamlessly creates exposed vs. control groups. The ghost bidding methodology enables us to test various creatives without wasting budget on public service announcements (PSAs), driving efficiencies and better performance for our client.

Success We were able to identify the correlation between our client’s digital media strategy and their customers’ decision to purchase a membership. We determined the majority of the key pixels utilized to track the consumer purchase journey exhibited a lift in conversions through our analysis. These learnings provided our client with valuable data to support their business case to increase digital budget allocations in their marketing strategy.