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Social Media
Curves
- Challenge
- Solution
- Result
Curves is Australia’s number one female only fitness centre, and has over 10,000 clubs worldwide.
The Brief
Blackglass was appointed to run a lead acquisition campaign for Curves womens fitness that sought to encourage potential customers to sign up to one of the 350 Australian and 40 New Zealand Curves clubs. The first few months of the campaign were used to test a wide range of channels and to assess which ones guaranteed the best return of investment (ROI) in terms of quality leads generation.
Blackglass workshopped with multiple Curves stakeholders and conducted extensive market research of the target audience to define the next steps that Curves should take to achieve their objectives. This marketing strategy recommended that Curves test multiple types of media.
Once the strategy was agreed upon, Blackglass focused on its implementation.
The campaign consisted of managing:
- Pay Per Click (PPC) on Google Adwords, Yahoo and Facebook
- Affiliate Marketing using the Commission Monster Network
- Multiple sponsorships of relevant websites
- Email List Rental
- Social Media Marketing
Blackglass monitored the effectiveness of these results using a variety of tracking tools such as:
- Internal URL lead tracking: Referrer / Sub referrer
- Google Analytics UTM tracking
- Phone call reports
In just four months from the initiation of the campaign Curves30.com.au received more visits than in the whole year of 2009. Blackglass’s strategy saw the Cost Per Lead decrease by 73% from the 2009 figure and a total of about 6,000 web leads in five months. The number of leads Curves generated in 2009 was achieved within three months of the Blackglass managed campaign at approximately three times less budget.
Blackglass’s testing of all types of media on more than twelve networks and websites received very positive feedback. The franchisee praised both the quality and quantity of the leads that resulted from the campaign.
Blackglass is now running the online marketing for Curves in Australia, New Zealand, England and Wales.
Testimonial
“Curves has been working with Blackglass for the past 6 months & has dramatically increased its online presence and lead generation throughout this time. This has been achieved through the sound strategy & direction of Blackglass & the constant attention to detail on all elements of the campaign.
Their customer service is of the highest standard. As a result of consistently being on top of the brief, this has allowed us to integrate all elements of our Marketing mix to ensure we are maximizing the effectiveness of our Advertising spend”
Kind regards
Yvonne Shepherd
Marketing Director
Curves Australia/New Zealand
