We’re employee-owned, every team member you work with brings the mindset of a business owner.
Alan Coleman, CEO
Wolfgang Digital is an equal opportunity employer committed to fostering an inclusive workplace
Wolfgang Digital is an equal opportunity employer committed to fostering an inclusive workplace
Utilising inspiring content and distributing it across multiple integrated digital channels, we were able to double BodySlims’ business in just a year.
After a year of astronomical growth in 2021, both Wolfgang and BodySlims wanted to push things even further in 2022 by doubling BodySlims’ business. To do this, we would need to look beyond BodySlims core audience. Aside from targeting new demographics, we set our sights on targeting the UK and US, two new markets for BodySlims. To do this, we would need to build trust with these audiences who don’t know BodySlims yet.
We built our content strategy using new channels and content formats. Content was created with the goal of inspiring people to take action. We created a multichannel content funnel to ensure audiences saw particular content at various stages of the user journey.
1) Awareness Stage
Our secret weapon for conquering these new audiences? BodySlims’ customers! We promoted inspirational customer testimonials on YouTube and Meta to generate awareness. This helped build trust with new audiences.
2) Lead-Generation Stage
We retargeted video-viewers with gated content (ebooks) to capture first-party-data. This meant we could target and segment audiences cross-channel without relying on cookies.
3) Nurture Stage
We created a content calendar and nurtured audiences cross-channel by targeting segmented email lists. These lists were segmented based on demographics, interests, location etc.
4) Action Stage
Once audiences had been warmed up, they converted via Organic search, Social, PPC or Email.
5) Advocacy Stage
We encouraged repeat purchases and referrals by nurturing previous purchasers with tailored content.
In order to capture first party data, we promoted lead generation campaign on social. After learning BodySlims’ customers were 2.8x more likely to read content related to recipes, we created a series of healthy-eating ebooks. To promote these, Wolfgang’s creative team created recipe videos inspired by similar trending content on Instagram Reels and TikTok. These videos excelled, allowing us to rapidly grow our email list.
In order to convert users in the lower funnel, we offered a free trial to one of BodySlims’ most popular offerings, Positive Weight Loss Whispers. It’s an ASMR experience (the third most searched term on YouTube!). 39% of people who completed the trial went on to book with BodySlims.
By utilising inspiring, authentic customer stories to build brand trust, we successfully won over our new target audiences! We increased international business by 389%, with a quarter of BodySlims’ business now coming from overseas. By utilising engaging video content, we increased BodySlims’ email database by 88% YoY, future-proofing marketing strategy for a post-cookie world.
Most importantly, by implementing this strategy BodySlims doubled their business in just a year, up 108% YoY. This is a testament to how inspiration can be more effective than directly selling on digital. With an ROI of 13, this campaign wasn’t a Return On Investment, it was a Return On Inspiration!
YoY International Revenue Growth 2022 vs 2021
YoY Revenue Growth 2022 vs 2021
ROI
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