Description

Challenge:

January is a post-holiday period. Therefore, people do not think about sports as often. Our task was to remind the audience about our brand, motivate them to pick up sports once again and to purchase the subscriptions.

It was decided to integrate our brand to a new Kazakhstani web-series named “5:32”/
Our team came up with a concept where the lead actors of the series, disguised as American police, are questioning our users, thus breaking the 4th wall, and are trying to find out «Why haven’t they bought the subscription yet? Why haven’t they started doing sports». The video was filmed as a part of the performance-marketing strategy and to publish it in our social media pages.

What was especially great about the idea – is that it was noticed that some of the users saw the advert right before a fresh episode of the named web-series.

Subsequently, a landing page was created to support the video-campaign. The page contained a test with a list of “fitness crimes”, and the users were given the task to choose the ones that they committed. For instance, «I don’t pick up the equipment after I am done training» or «I went to the gym despite having an injury». After the test, users were given the results like «You are sentenced to a year in a maximal security fitness club» that could also be easily shared on their social media pages. (e.g. Instagram stories)

Instruments that were used in a promo campaign:
• Direct-marketing: emailing lists, push notifications in the app
• Performance-marketing: YouTube adverts, target marketing in social medias.
• Content-marketing: a landing page + social media posts: TikTok, Instagram, Telegram
• Seeding: adverts on news pages

Results:

The landing page was viewed 25 000 times, 20 000 of them were by new users and 15 000 sing ups with 12 000 new phone numbers.
Promocodes for a free trial week were sent to new users. 2600 promocodes were activated and 128 purchases were made with an average bill of 100 000 tenge.

620 000 tenge was spent on the video production and the landing page. 480 000 on a performance-marketing campaign, 340 000 on seeding, 4.5 million tenge as a cost of free week trial promocodes for partnering fitness clubs.
As a result, we gained 12 million tenge on subscriptions. Excluding the marketing costs we gained a profit of 6 million tenge.

More than 1000 mentions of @1fit.app on social medias were made, making 2000 new followers and reaching nearly 1 million users during the period of the advertisement campaign. The cost of one lead during the performance-marketing was 0.5 dollars.
Overall campaign reach – 1.5 million users.

Credits

СМО: Anton Storozhenko
Head of content: Roma Pischik
Social media: Ramiz Nabiyev
Video Production: Kamila Yerzhan
Actors: Marat Amirbayev, Bolat Kobylandy
Graphic design: Salamat Azhbayev
PR: Kamila Kanatbayeva
Influencer and media integration: Zhanibek Tleubergen
Paid acquisition: Adil Usenov
Direct marketing: Niyas Yessengarayev
Developer: Alibek Sayak
Account manager: Dariga Baigaliyeva
Makeup artist: Ekaterina Vnukova
Costume Designer: Ayan Bugibayev