With health and fitness topics trending across Twitter, PureGym (@PureGym) saw a chance to build meaningful connections with fitness fans. The brand wanted to connect not only through fitness but through all aspects of a healthy lifestyle and the benefits of @PureGym membership.
To first define the most relevant topics for its audience of 18- to 34-year-olds, Pure Gym used social listening tools to analyse fitness conversations happening on Twitter. This led to three focus areas — workouts, nutrition, and transformation stories — which could engage fitness fans and show what @PureGym membership can offer.
Next, @PureGym identified Promoted Video as the best way to engage its target audience and shared videos covering different aspects of a healthy lifestyle, such as new workout routines, healthy recipes, and inspirational member stories. Website Cards enabled audiences to click through to discover more on the @PureGym site, where they could also explore the range of member benefits.
@PureGym used both interest and keyword targeting. It also widened the pool to include nutritional interests to reach the entire health and fitness community, including those following food and nutrition influencers.
According to Sophie Somers, Paid Social Manager at iProspect: “Using the Video Views objective enabled us to reach our audience at scale as well as drive engagement with our creative. Through rigorous testing, we were able to determine which content suited the platform well, enabling to us to optimise our campaigns accordingly.”