McFIT
As Q5 approached, McFIT wanted to engage audiences and drive conversions using a full-funnel, multi-format strategy that boosted ad awareness and action intent for the German gym brand.
“For the McFIT Neujahrs Deal campaign, Snapchat stood out for its ability to scale growth by working hand-in-hand with our AMs, we linked First Lens and Traffic Lens for the first time, building a full-funnel strategy with smarter sequencing. This created a sustainable performance framework, delivering not just reach, but measurable overachievement of our goals and benchmarks.”
- Celine Purnhagen, Senior Performance Marketing Manager International at McFIT
Levelling up in Q5
From muscle groups to customer base, McFIT is all about gains. Launched in 1997, the gym brand has since become the largest fitness chain in Germany. Reluctant to simply coast on its nationwide reputation, it wanted to capitalise on Q5’s ‘New Year, New Me’ sentiment.
More specifically, McFIT wanted to engage new audiences early, build awareness and consideration at scale, and then efficiently convert high-intent prospects into members. It was time for McFIT to flex its Snapchat muscle.
Pumping Up Metrics
To drive incremental online membership purchases, McFIT leveraged a multi-format strategy on Snapchat. By also choosing to take a full-funnel approach to its Q5 mission, the brand could combine high awareness placements with mid- and lower-funnel performance optimisations towards clicks, landing page view and purchases.
Using an AR Lens optimised towards clicks, McFIT gamified the gym experience for Snapchatters. The brand’s target audience were challenged to place barbells onto a bar, by moving their heads in tandem with the weights on screen. This allowed McFIT to engage its target market for a prolonged period of time, with Lens playtime averaging 12.34 seconds. McFIT also used Snap Ads, optimized towards clicks, to land its overall New Year messaging, which promoted its offer and encouraged Snapchatters to empower themselves with the brand’s help.
By ensuring consistent visibility throughout Q5 and by maximising contract purchases during the peak demand period, McFIT could guide Snapchatters from inspiration to purchase through sequential messaging and strategic retargeting.
Seeing Real Results
Sequential messaging and strategic retargeting ensured McFIT’s Snapchat campaign was a success, exceeding CPP benchmarks by 13% and driving an increase in purchases in Q5. Over the course of eight weeks, the German brand saw strong results across the full funnel. Ad Awareness increased by 6pts while the Lens generated 12.34 seconds playtime. Furthermore, Action Intent increased by 2pts, but also delivered lower CPP by increasing total purchases 1. The before and after picture speaks for itself.
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