PureGym Snapchat creative drove a 21-point ad recall lift
PureGym partnered with MediaNug on Snapchat creative encouraging UK women aged 18–24 to return to the gym. Snapchat reported a 21-point ad recall lift.
- 21-point ad recall lift.
- 16.64% incremental purchase lift among women.
- 23.14% incremental checkout lift among women.
Creative under wraps.
Some work speaks for itself.
Some stays between us and our clients.
The challenge
PureGym needed to reconnect with women aged 18–24 who were interested in fitness but hesitant about joining a mainstream gym. Gym intimidation and post-pandemic disengagement created a barrier between that interest and taking action.
With more than 370 UK gyms at the time of Snapchat's case study, PureGym needed creative that made the gym feel approachable while supporting both awareness and membership acquisition.
The creative approach
Start with the audience's hesitation
PureGym partnered with MediaNug on encouraging, audience-specific Snap Ads. Influencer collaborations helped the brand connect with fitness-minded viewers who might otherwise overlook a mainstream gym.
Make the choice relatable
The strongest-performing ad compared gym sessions with home workouts, placing the message around a decision the audience already understood.
Support continuous acquisition
The always-on campaign combined broad reach with demographic targeting. Creative and targeting worked together to reach the intended audience and encourage action.
The results
Snapchat reports:
- 21-point ad recall lift
- 16.64% incremental purchase lift among women
- 23.14% incremental checkout lift among women
Ad recall reached three times the industry norm. Men's purchase and checkout lifts were 14.26% and 1.80%, respectively.
Snapchat also reports efficient cost per purchase and performance that led PureGym to allocate a greater share of its social budget to the platform.
Read Snapchat's case study. These results belong to this social campaign, not the separate PureGym Roku campaign.
Frequently asked questions
Is a percentage-point lift the same as a percentage increase?
No. A change from 10% to 20% is a 10-percentage-point lift and a 100% relative increase. Keep the source's measurement and units intact.
Can results from different advertising platforms be added together?
Not without compatible definitions and a method to account for overlap. Present each campaign's audience, measurement and outcomes separately.
What should a fitness brand include in a creative brief?
Define who the campaign should reach, what stops them from acting, the offer and the intended response. Specify the required formats and measurement plan.
What should a fitness brand measure beyond video views?
Match measurement to the campaign objective. Awareness, consideration and purchase each require different evidence. Review brand-lift studies alongside conversion reporting, and distinguish attributed activity from measured incrementality.