Because of the lockdown, gyms were closed, and many had to keep fit at home using video tutorials and guides from the Internet. Fitness brand Gymshark seized the opportunity and launched an ad campaign on Pinterest. These are the problems he faced and what strategy he chose to advance.
Attracting customers with Pinterest: the Gymshark case studyYana Nosenko
At the onset of the Covid-19 epidemic, when people lost access to gyms, many felt the need to stay active at home. British fitness brand Gymshark has decided to contribute to home workouts so that anyone who wants to have the opportunity to bring their ideas to life.
The main goal of the Pinterest portal is to help users create a better life. In 2020, users viewed the resource as “the last positive place” that will help them recover and overcome difficulties. The queries for “positive attitude” and “positive habits” increased by 60% in comparison with the previous year.
In the early stages of the lockdown, Pinterest analytics found that home workout searches increased significantly. People were forced to rediscover exercise, or tried to maintain the old regime outside the usual gyms.
The Gymshark brand decided to cheer users up and help them regain activity at home. Their goal was to acquire new customers and engage with the Pinterest community through unique workout content. In addition, the company aimed to improve the user experience on social media and present its best training equipment to customers.
Additional research by Pinterest showed that activity on the platform has changed from last year:
– the number of search queries increased by 60%,
– the number of registrations, clicks on links, saving pins and video views – by 30%.
This indicated that Gymshark needed to double its search, video, and organic content.
The successful promotion of the Gymshark brand on Pinterest is evidenced by the following results: in March, CPV (Cost Per View) of home workouts reached 1p, and CPA (Cost Per Action) of one of the most effective advertisements – 51p.
Pinterest, as a huge source of inspiration, has been a key part of Gymshark’s plan to grab the attention of searchers in the field. There, the brand was able to implement a dual strategy for both regular and paid pins.
Gymshark has developed many different training programs for different needs. He aspired to create a library of ideas where everyone could find something for themselves. The brand used video pins that showed the exercises right in the users’ feed.
The paid media approach involved a sales funnel and sequential plan:
- Top of the funnel – showing the most relevant workout videos for those looking for exercise.
- Middle of the funnel – providing these users with useful and inspiring Paid Pins;
- Bottom of the funnel – Redirecting users to Gymshark.com to showcase products using dynamic ads.
The top of the funnel focused on increasing video views, the middle of the funnel focused on satisfying a specific query through search ads, and the bottom of the funnel focused on encouraging potential customers to become more familiar with the brand through dynamic ads. Gymshark also split tested videos from the Pinterest Video Collections directory and standard dynamic ads.
This campaign showed how well Pinterest users are creating their own online experience. People are great at searching for content and learning important information for themselves. And a lot of this happens on Pinterest.
During the campaign, 17.3 million Gymshark training videos were viewed, and the overall engagement rate was 3%. Since the content was free, people were positive about the Gymshark brand. This provided 2.63% CTR (click-through rate), which means that the right time, place and content are important for a successful campaign.
“We think the results of our collaboration with Pinterest are phenomenal. Our team loves to spend time and be inspired by ideas on this platform. We’ve found that promoting on Pinterest is not only very effective, but also allows us to create meaningful and useful marketing touchpoints with people when it matters. ”- Kevin Chan, Head of Social Media Marketing at Gymshark.
Cover photo: Denis Deniesenko / Deposiphotos
Source: Rusbase by rb.ru.
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