Feeling the effects of COVID-19, the fitness industry was experiencing a higher than normal membership attrition rate. To minimise the impact of COVID and to quickly increase new membership sales, a two-for-one discount offered the cut-through and incentive to attract people to sign up on a 6-month contract. The offer was marketed to new and existing members of the YMCA.

A small campaign spend focused on social media and paid search targeted to people living locally to YMCA centres - with an estimated audience reach of 80,000 over the 6-week campaign duration. Paid search funneled audiences through to a sign-up page hosted on the YMCA website. Additional low-cost street signage captured foot traffic around each YMCA centre. Channels included Facebook video, Instagram carousel ads, paid Google ads, and street signage.

To maximise the appeal and clarity with audiences, we kept it very simple - the offer being highly visible with a minimalist design aesthetic using brand assets within brand guidelines. This approach delivered a look and feel that was eye-catching to audiences and visually different from previous YMCA campaigns, while still being on-brand.