30 Day Cyclone Challenge

Background
Maximuscle understood that social media was having a significant impact on their brand having monitored numerous positive and negative conversations online. However they did not know how to harness the positivity and spread the brand love or how to influence the negativity and sway sentiment.

 

Insight
In order to better understand the role of the brand within the social media landscape Gravity developed a comprehensive Landscape Report utilising proprietary, open source and partner tools. This report enabled the identification of significant centres of influence that could most impact brand performance.
Using a mix of traditional and online research tools Gravity gained insight on Maximuscle consumer segments online behaviour. Coupling these insights with those from the landscape report we were able to develop a robust strategy and campaign that would get traction with consumers and within the centres of influence.

 

Idea
In order to create interest, engagement and action Gravity developed the ‘30 Day Cyclone Challenge’ -  Cyclone being the “all in one” muscle formula within the Maximuscle range with strong appeal across the core target segments. At the heart of the campaign was a money back guarantee ‘give us 30 days hard graft and if you don’t notice the difference we’ll give you your money back, no questions asked.’ A dynamic online destination was created as the hub of the activity including personalised tools, supported via eCRM.

 

Implementation
Core outreach activities were developed targeting the key segments within the centres of influence.

•Blogger Outreach Programme highlighting the “30 day challenge” within areas such as boxing, military and rugby encouraging coverage and involvement with a longer term ambition of building long-term relationships. In order to educate them about the brand we utilised training days, product trials, syndicating content and regular updates.

•Social Influencer Activity – the identification of Maximuscle advocates with high online social influence. Advocates were briefed to engage and sway sentiment within key forums such as Men’s Fitness, Bodybuilding.com.

•Advertising Campaign – a targeted and cost effective online advertising campaign focused on the “30 day challenge” was developed within broader reach online destinations.

These core activities were supported by other media including search, affiliate and email marketing.

 

Improvement
From campaign launch at the beginning of September to end of October over 4,000 consumers have registered for the Challenge with over 25% of those having purchased a months supply of Cyclone resulting in a Return on Marketing Investment of over 400%. The campaign continues to evolve with key metrics being monitored and continually improved .

http://www.cyclonechallenge.com