David Lloyd Leisure
Optimising channel performance across 96 David Lloyd Clubs
In a sector being heavily disrupted by an influx of low-cost national competitors and trend-led London-centric boutique gyms, David Lloyd Clubs needed to protect its position as market leader and continue to grow the business on the trajectory it had been experiencing over the past three years.
DLC recognised the business case for investing more marketing budget to drive increased share of voice, but this could not be at the expense of response. The increased spend had to result in a growth in membership.
Highly Commended at Performance Marketing Awards 2020
What we did
By using data to get under the skin of channel performance and audience penetration by each of their 96 clubs, we could identify new media opportunities to bring this premium differentiation to life at a local level in a relevant and compelling way. This would ensure that we delivered the highest effectiveness for our marketing spend.
What we did
In surfacing locally relevant reasons to engage with the club or bringing to life relevant and compelling reasons aligned to audience insight, we took a rigorous and granular approach to data and used it to identify new opportunities to make real human connections with potential members.
Throughout the campaign we achieved an average monthly uplift of at least +10% in enquiry volumes which we did successfully without increasing the total CPE by optimising channel headroom using our econometric study, thus improving overall effectiveness.
Uplift in enquires
Impact on Cost Per Enquiry