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David Lloyd Leisure

Sweating the detail:

Optimising channel performance across 96 David Lloyd Clubs

In the charity sector, proximity to cause is a key motivator for giving. WaterAid’s solution was to create a campaign that immersed our audience in the day-to-day life of one of the communities WaterAid helps – the village of Tombohuaun, some 4,000 miles away in Sierra Leone. This was a performance campaign with a difference, prioritising brand engagement over asking – inviting people to like, share and be part of the community so that they’d be more likely to want to donate to it.

Shortlisted 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.

  • 10%

    Uplift in enquires

  • 0

    Impact on Cost Per Enquiry

2019 was a transformational year for David Lloyd Clubs’ marketing. In a highly competitive market, our commitment to using data to surface insights that we could then use to better engage and attract new members ensured that we had a year of outstanding results. This was a real team collaboration, from our in-house marketers and insights team, through to the amazing support, guidance and innovative execution we got from working with The Kite Factory and TBWA Manchester. James Burton-Lee, Head of Customer Acquisition and E-commerce

Our work

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