With ‘gymtimidation’ and post-pandemic malaise more prevalent among certain demographics, PureGym, which boasts over 370 gyms across the UK, was eager to encourage young women aged between 18 and 24 back onto the gym floor.
To do so, the business, which also has branches in Denmark, Switzerland and the US, turned to Snapchat to create a lively and encouraging campaign to raise awareness and drive conversions among its target demographic.
In partnership with MediaNug, PureGym leveraged Snap Ads to reach and engage the aforementioned cohort in an always-on campaign, using a mix of broad and demo-specific targeting.
By tailoring its creative to the demographic, PureGym was able to effectively reach and incentivise the key audience and deliver incrementality. Collaborating with influencers allowed the brand to tap into a community whose interest in fitness remained but who might not consider a mainstream gym.
PureGym’s best performing Snap Ad, which compared gym sessions to home workouts, contributed to the campaign’s overall success, effectively engaging its target demographic and driving real business results.
The results over the course of the last two months have topped PureGym’s personal best, with ad recall coming in at 3X the norm. Furthermore, the campaign saw a 16.64% incremental purchase lift among females (vs 14.26% for males) and a 23.14% incremental checkout lift among females (vs 1.80% for males).
With an efficient cost-per-purchase, the campaign performed strongly against other channels seeking the same objective, which means PureGym has begun to apportion a larger percentage of its overall social budget to Snapchat.
“In our collaboration with Snapchat, we produced several videos tailored towards a younger audience. By implementing Snapchat’s best practices, we were able to design creatives that significantly outperformed benchmarks, achieving a 3X uplift in ad recall vs the industry norm and a further increase in incrementality within our target audience (driving over a 15% increase in incremental sign-ups). We look forward to working with Snapchat again on future campaigns.”
— Tom Donegan, Paid Social Manager, PureGym