Challenge Overcome
Recognizing that their On-Demand cinematically filmed workout content offered the best opportunity to attract online audiences, Les Mills leveraged their existing content to drive brand awareness and increase conversions. Investing in new streams of revenue that aligned with digital demand, and didn’t depend on physical gym memberships.
Approach Taken
Partnering with Incubeta, Les Mills harnessed machine learning and automation to deliver personalized creatives, and generate reach across YouTube, Display and Search in 74+ markets.
Value Delivered
By harnessing machine learning, Les Mills saw a a 30% uplift in brand awareness, 80% uplift in brand search, 31% lift in conversion and a 570% increase in customer acquisition YoY. The results of these studies convinced Les Mills to scale its Video and Display strategy further, priming the brand for future success on digital platforms.
