PARTNER: CorePower Yoga // PROJECT: Social Media AOR
CorePower pioneered the convergence of yoga + fitness and is the largest yoga studio group in the US. As start-ups introduce new membership models and challenger brands gain traction in major markets it's important for CorePower to continue evolving the brand image and build deeper ties with the existing community.
Together, Movement Strategy and CorePower are exercising industry leading social strategies and activations. Our team has assumed a lead role in digital creative, producing social content, managing influencer activations, managing paid social, and preparing in-depth social reports for campaign optimization.
Our process with CorePower strives to bring fresh, seasonal creative each month that drives awareness, affinity and visits to the studio. In our first three months of partnering, we've introduced new strategies and messaging that have drove social engagements to all-time highs and have directly attributed to increased visit frequency and new member sign-ups.
Building COMMunity through social
Our team supplements the CorePower editorial calendar with monthly content series that focus on social holidays, seasonal trends and business initiatives that CorePower would like to lean in to. In all of these works, we're establishing a renewed brand tone and aesthetic that is relatable and captures the lifestyle aspects of the CorePower brand. These series are garnering tags and shares bringing new people into the social community.
Initial findings show a 516% uplift in national impressions, a 295% increase in national engagements and a 601% lift in site traffic from social.
The Valentine’s series shown here started as an Instagram program that was so well received CorePower printed the cards and saw them physically go viral throughout studios across the country.
Local Level Strategies
In markets across the US CorePower is looking to increase studio visit frequency and attract new students through one free week offerings. We developed and launched a strategy coined “Instructor Spotlight” that couples motivation with CorePower instructor narratives. To date, the series is one of the most engaged with programs launched on social for CorePower. It has also been a catalyst to develop more collaborative programs with instructors as a method of connecting on a hyper-local level.
Our first hyper-local execution occurred across three markets. In these markets there has been an 86% lift in regional site traffic, 72% increase in regional impressions and regional engagements are up 46%.
All content strategies have been paired with media recommendations to ensure reach is highly targeted. Our approach to paid media has been very focused on test and learn. We're quickly finding segments, ad types and creative that is connecting with our audiences and inciting the desired action.
Reach and reconnect with lapsed students through Facebook Custom Audiences using segments from the CorePower CRM.
Re-activated 1,200 lapsed members in 3 weeks.
Bring in new potential students expressing interest in yoga in target markets through Twitter Keyword Targeting.
Using listen + respond tactics alongside keyword targeting to intercept relative, geo-focused, conversations is driving a 3X increase in new member site traffic.
By tightly-targeting current fans and relevant groups, we grew fan amplification by 45% over the quarter before Movement started.
Drive existing CorePower members to tag friends in social content and bring them in for a free week with the intent to convert them to a member using Facebook and Instagram ad units.