CASE STUDY: COLLECTIVE WELLNESS GROUP
Enabling transparency over results to streamline their digital strategy
decrease in cost-per-lead (CPL)
uplift in B2B leads over this time
month-on-month (MoM) growth
reduction in local B2C CPL
digital contribution to all incoming leads
Established in 2015, Collective Wellness Group brings globally successful health and wellbeing Brands to Australia. Its leading gym brand, Anytime Fitness is now the nation’s biggest gym community with an impressive 14.5 percent market share and over 500,000 members nationwide. With this success, the Group continues to bring and localise some of the top franchises in the field, such as group training workout centre Orangetheory Fitness and barre studio Xtend Barre.
OMDIGI Group was brought on board to combine the studio and Head Office marketing efforts to create a cohesive and cost efficient way of communicating with the market whilst feeding data back to Head Office to help dictate the overarching strategy.
We implemented digital strategies specific to each geographic area’s demographic. Furthermore, we developed multi-brand and National franchising campaigns, utilising B2B and B2C-specific strategies and associated attribution modelling.
Results & the elements involved
The organisation is more digitally focused with an uplift in Franchise and Local Leads. OMDIGI Group worked with Collective Wellness Group on the following areas to grow their leads:
- Paid Media — Google Ads, Bing Ads, Retargeting, Paid Social
- Content Amplification — YouTube, Facebook and Instagram
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