1Curves - Exclusive gym for women
Curves is an international franchise with more than 4,500 clubs in 76 countries that offers an exclusive training program for women with a complete philosophy covering nutrition, physical training and personal motivation.
Thanks to a strategy focused on the construction of a community around the brand, there was a notable increase in both the engagement and the reach of the social profiles in which the brand is present.
2Challenge - Increase the engagement of the current fan community
Curves had a considerable community of fans on Facebook, but their activity did not achieve the effectiveness that the brand wanted. .
The engagement of the content published on said social network was limited and, consequently, the reach of both the content and the fan page was not optimal.
In this context, Marketalia's challenge was to achieve a greater reach for the brand through the construction of an active and participative community.
On the other hand, although it was a recognized brand, it only had presence on Facebook, leaving aside social networks with great potential in accordance with the profile of its target audience, such as Instagram. This led to the creation of a profile that would strengthen the presence of the brand in said social platform.
3Strategy - Interaction and engagement
At Marketalia we developed a strategy where the main objective was for the current fan community to strengthen the differential value of Curves and its positioning in the Spanish market through greater interaction and participation with the content published on both Facebook and Instagram.
Actions
Through the use of various analytical tools, an audit was started to gain an in-depth knowledge of the current situation and the digital presence of the brand on social networks.
A study and analysis of the behavioral profiles of their current and potential community in social networks was carried out, from which the interests, motivations and habits of users behavior regarding the brand could be known.
Based on this information, a content strategy with annual projection and a monthly plan based on this strategy was carried out, focused on the user and filtered by interest categories.
Content was created in different interactive formats adapted to each social network.
An optimized Instagram profile was created and focused on achieving the increase in followers and the creation of an active community on said social network.
Facebook Ads and Promoted Posts campaigns were carried out on Facebook and Instagram to reach the right audience and make the most of the budget.
4Results - 100% increase of engagement rate
After a previous analysis and thanks to the creation of a much more interactive content plan focused on the users interests, we managed to achieve the set objectives.
There was a 100% increase in the engagement rate, the fan community grew by 15% and a 40% increase in interactions was achieved. Consequently, the brand reach experienced a remarkable growth compared to the previous period.
Now Curves has a much more active and engaged community with the brand through which it has been able to increase its notoriety in the Spanish market.
Statistics
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Increase in the Engagement Ratio
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Increase in Interactions
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Increase in the fan community
