Orangetheory Fitness: Health & Fitness B2C Lead Generation

THE CHALLENGE

After a hard hitting season where the market saw a lot of canceled subscriptions at home workouts, it was a struggle to bring people together and have them recommit to monthly memberships for group workouts. Their goals were to generate local awareness of openings across their studios, build relevant traffic to their website, and convert those interested.

OUR SOLUTION

Our team maximized Facebook’s algorithm capabilities by casting a wide net to potential customers through a large Traffic campaign. Targeting 50+ locations at the individual ad set level, this campaign brought relevant traffic to the site which we then leveraged through a more cost-effective remarketing campaign to drive conversions. This campaign objective was effective in determining whether 1) the traffic generated was in fact quality and 2) resulted in first-time class attendees.

Campaign Types

Conversion

Leading viewers directly to the website.

Remarketing

Leveraging relevant site traffic to drive conversions.

Lead Generation

Utilize In-App Forms to maximize lead acquisition.

STRATEGY

Our team maximized Facebook’s algorithm capabilities by casting a wide net to potential customers through a large Traffic campaign. Targeting 50+ locations at the individual ad set level, this campaign brought relevant traffic to the site which we then leveraged through a more cost-effective remarketing campaign to drive conversions. This campaign objective was effective in determining whether 1) the traffic generated was in fact quality and 2) resulted in first-time class attendees. Once those primary objectives were met, our next step was to continue to lower the Cost-Per-Lead, which is where we pivoted to In-App Lead Generation efforts. Almost immediately upon launch, we experienced a dramatic decrease in CPL. While not only achieving Orangetheory’s nationwide average for CPL across all social media campaigns, we also managed to maintain the generation of quality leads through our regular campaign optimizations and monthly creative updates.