Gravity Fitness Case Study

The Project

Working with fitness brands is a real treat, because it's more than just ecommerce -  it's a community based around a lifestyle, and that's what a great brand should be about. Gravity Fitness had already established itself as a unique and trustworthy brand, offering a range of durable, yet affordable calisthenics equipment, following the ideaology that fitness should be attainable for everyone, but for functionality, not just aesthetics. The groundwork was already set, so the next challenge was how to identify the next phase of brand growth. 

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The strategy was to optimise existing marketing channels, such as paid search and shopping, while increasing impression share organically through a consistant and creative content plan, wrapped up in robust analytics and reporting, empowering stakeholders with the information to make the right decisions to drive the overall strategy forward.

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"Since working with Snap Media Digital, the difference to Gravity Fitness has been massive. The expertise in both PPC and SEO has taken our already reasonably successful marketing to the next level. From tightening up our ad spend to driving real organic growth and has brought clarity, momentum, and a huge amount of value to the table. We’re now seeing the impact of this work reflecting in a large increase in sales." 

Richard Hawkins - Founder, CEO

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Optimising Paid Campaigns

The first step was to improve the effeciency of marketing actions we could precisely measure - paid ad campaigns. Asset groups were optimised for PMax campaigns, while the search campaigns went through an analytical audit to identify any redundent keywords which weren't performing and expanding the campaign structure to focus on the best performing skus specifically. This alone improved the average ROAS from 3.5x to 12x.

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Search Intent Content

The next phase was to increase brand awareness through education and information. Gravity Fitness had already established itself as a source of truth for the calisthenics community, but focusing this on user search intent would help increase organic traffic and also monetise the blog as an additional channel of revenue. Through analysing previous blog posts with high readership, a content plan was devised to consistantly and reliably populate the blog, exploring subjects on guides, nutrition and even pop culture, while retrospectively sign-posting historic blog posts with USP banners to reduce bounce rate and improve conversion rate. The year-on-year results speak for themselves!