Blackglass recently won a competitive pitch against a number of large agencies both in Australia and the USA to be appointed as the online marketing agency for Curves, the world’s largest fitness franchise. Blackglass has been appointed to manage the online marketing for the Australia and New Zealand markets of which there are over 400 Curves clubs.
Curves has currently has gyms in 80 countries around the world and is the first fitness and weight loss facility dedicated to providing fast, affordable, effective exercise and common-sense weight loss for women only.
This marketing campaign was purely lead acquisition based with the main KPI being to drive leads at a lower cost per lead than had been achieved by their marketing efforts in 2009. By using a mix of online marketing activities Blackglass delivered results well above expectations.
Within the first 2 months of engagement Blackglass has already delivered 77% of the total leads delivered in 2009 and the cost per lead (CPL) has decreased drastically by 81%. Total traffic to the website is already reaching 80% of the total traffic delivered in 2009.
To achieve these results Blackglass focused on a multi pronged and highly targeted, online campaign which included pay per click marketing via Google Adwords, affiliate, email and social media marketing as well as partnerships with a number of key niche websites.
Given the success of the first 2 months Blackglass has now been engaged for the remainder of the year. This momentum is expected to continue as we start to look at other marketing approaches such as search engine optimisation (SEO) which will provide long term benefits, a stronger focus on social media and other key partnerships that Blackglass currently manage.
