Body & Fit wanted to drive a positive RoAS and solidify Body&Fit new brand direction across six key European countries (United Kingdom, Germany, France, Netherlands, Belgium, and Italy).
With 25 years of experience under their belt in the fitness space, Body&Fit has one of the most comprehensive and innovative product ranges in the world. With a mission to make sports nutrition and healthy living accessible, and to inspire the world to live a healthier and fitter life, they underwent a complete re-brand during our partnership. To give this new direction both credence and authority, we leveraged an always-on team of influencers who over our partnership delivered a steady drumbeat of both static and video content across Instagram and TikTok.
Our strategy was two-fold. Phase I: We had to lay the foundation of the new brand direction in our markets. Changing the perception that we’re not just for bodybuilders — but we’re a brand for everyone who wishes to live a healthier life. To do this, our influencers had to represent diverse walks of life: be it veganism, personal training, or football enthusiasts. Expanding our definition of health to a new audience(s) worked and our content managed to achieve a CPE of €0.50 which speaks to the level of people wanting to engage with our new brand direction. Phase II: Once our new brand direction cemented itself, we followed up with the bottom-of-the-funnel initiatives. Discounts, product testimonials, and how-to’s — all completed the purchase funnel. With the data analysed from our first phase, we knew exactly what type of content would move the needle and landed on a conversion rate of 35%, RoAS of 3.8x, our last three-months (with one piece of content reaching a RoAS of 9x and over 300 sales). Interestingly, we found that TikTok performed better for branding, and Instagram/Facebook was pivotal for making our sales.
Across our 7-month partnership, we managed to drive 60 mln Impressions, 40 mln in Reach, and ~1.2 mln Engagements (likes and comments) which helped cement their new brand direction. With that in our back pockets, we focussed our amplification initiatives on conversions, and particularly “revenue” and managed to drive a 3.8x RoAS over the 3 months leading up to Christmas. All this while making sure that Body & Fit had enough content (over 600 pieces) to leverage in their own paid efforts.