Incremental Lift for Fitness Center Franchise

Award-Winning Honestly Smart Digital Marketing C ASE STUDY The AdExchanger Awards Finalist 2020 Finalist 2019

The Drum Digital Trading Awards US Winner 2020 Highly Commended 2018 Winner 2017 Winner 2016

The Wires Global Winner 2019

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

Aggregate Lift by Pixel 12 8 4

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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 measurement solution that departed from the traditional A/B testing methodology that utilizes public service announcements (PSAs). We pivoted to a ghost bidding methodology, which seamlessly creates exposed vs. control groups without wasting budget on PSA ads, driving efficiencies and better performance for our client. We focused the test on three target markets: Houston, Texas; Los Angeles, California; and Detroit, Michigan.

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 budget allocations and the inclusion of digital advertising in their marketing strategy.