Driving differentiation for Nuffield Health gyms
Nuffield Health Gyms
Health & Wellbeing, Influencer marketing
Using differentiated brand experience to drive acquisition.
January is the busiest time for gyms, as people resolve to get fit and do more exercise following the Christmas break. With multiple gym providers to choose from, we were tasked with communicating the benefits of being a Nuffield Health gym member.
Of the biggest USPs for Nuffield Health gyms are the comprehensive Health MOTs (HMOTs) offered to all members. These can be used to plan a bespoke, personalised fitness programme based on an individual’s goals.
Working with influencers to create content around Nuffield’s unique ‘Health MOTs’
We had already shown through research that over half of gym-going Brits (55%) don’t know what they’re doing at the gym with 46% joining a gym with no specific goal in mind. So to promote the personalised approach to health & wellbeing at Nuffield Health, we brought on board lifestyle influencers who resonated with brand values, to undergo a year-long gym challenge, beginning with a HMOT.
Content focussed on hero videos of our influencers undergoing their HMOTs, hosted on YouTube and organically promoted across their Facebook, Instagram and Twitter, with links to the Nuffield Health website.
Over 35,000 views of hero video content were secured. Paid promotion on YouTube and Facebook added to strong organic reach and drove a deep level of audience engagement, with 61% of viewers watching the promoted YouTube video past halfway. Ongoing social content tracking gym visits, progress, and follow-up HMOTs continues to keep the brand story going.
This was a
Health & wellbeing
Project for Nuffield Health