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VIRGIN ACTIVE 

USING INFLUENCERS TO CREATE AWARENESS AND CONVERSATION FOR A BRAND

 

Challenge:                                                                                                                           
Launch Virgin Active’s new state-of-the-art Moore Park facility with a bang in a crowded fitness market, driving consumer awareness, social buzz and membership sign-ups.

 

Solution: 

To engage the public, generate excitement and position Virgin Active as the best place for locals to train, we devised an integrated strategy leveraging paid, owned and earned media.

A new content-rich Facebook page was launched for the Moore Park centre and a highly targeted media spend used to boost reach and acquisition. Along with compelling, inspirational imagery, giveaway competitions helped bolster engagement and support fan-base growth.

To generate word of mouth and additional social buzz, we engaged select health and fitness influencers to share the news and showcase the outstanding facilities to their followers across platforms. Give away promotions via their channels, with a social share entry mechanic, also helped drive the conversation online and secure new fans across Virgin Active channels.



Results:

The Moore Park launch was hugely successful, smashing all KPIs. We engaged key influencers who shared over 15 images of the new product offering at Virgin active with their fan bases. These included Dr Joanna McMillan and Vie Active wear.

 In turn, over 100 fans entered the give away, increasing the Facebook page by 5.95%, and a total of 1,322 ‘likes’ across Facebook and Instagram. Signups at Moore Park were at 80% and well exceeded the clients expectations.