Overview
Fit4you Le Club wanted to create a campaign that differentiated them in a highly competitive fitness market, where price cuts and discounts were dominating. The brand aimed to highlight authenticity and imperfection, showcasing real women who represent true beauty and strength.
Challenge
The brand struggled to stand out in a market saturated with discount-driven competition. They had entered a price war, losing sight of their unique value and identity, and needed a way to reconnect with their audience on a deeper, more meaningful level.
Solution
We shifted the focus from perfection to authenticity. The campaign embraced imperfections as a core strength and showcased real women who embodied this philosophy. Influencers, both macro and micro, supported the message without financial compensation, driven by the authenticity and power of the brand’s message.
Results
The shift in strategy led to a 28% increase in customer lifetime value (LTV) as clients started prioritizing quality over price. This resulted in a 35% increase in membership renewals and a 25% rise in high-tier memberships. The campaign also contributed to a 40% boost in overall brand engagement, with both macro and micro-influencers driving organic reach. Additionally, the brand experienced a 50% reduction in churn rate as a result of the improved perception of its value proposition.