12WBT Success Story
The Challenges
• A saturated fitness and weight loss industry in Australia
• A lack of the brand’s usual level of exposure on TV after Michelle Bridges left The Biggest Loser
• Deteriorating quality of leads
• Looking to raise brand awareness and increase their sign-up numbers
The Solutions
• A full-funnel online marketing strategy across paid search, paid social, programmatic display and video, and native advertising to drive awareness and interest, acquire high quality leads, and encourage new sign-ups
• A robust remarketing strategy with personalised messaging to reach former and existing members, users who showed interest but haven’t signed up, and fans of Michelle Bridges
• One of the world’s most sophisticated PPC bid and campaign budget management algorithms to drive the best CPA possible
The Results
109%
new member sign-up target achievement
68%
higher sign-up rate
