Client: Pure Gym
Role: Creative Strategy Lead, Concept Development, Production oversight
Project: Instagram Reels for Perfomance
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Whilst at Meta, I lead our EMEA wide Reels initiative, on which I worked with multiple clients, including Pure Gym (the UK's largest gym operator) to build their Reels strategy.
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Our work was published as an official Meta success story as well as a Business Case Study, and presented at the Meta Marketing Summit.
Brief
Connect with a younger audience and boost membership sales.
Approach
Leveraging our Reels framework, we built a campaign that featured real members and trainers to bring to life their "Everybody Welcome" message and connect with a younger audience.
Isabelle Quevilly (Director Creative Strategy, Meta) showcasing our work at the Meta Marketing Summit
Results
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+11.2% in Conversions
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-10.8% Lower Cost per Conversions
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81% decrease in Cost per Thruplay
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5.6X increase in Thruplays