BodySlims - Integrated Email & Social Case Study

TESTIMONIAL

“The pandemic forced our business to go completely digital, which brought with it a new set of challenges. Wolfgang turned what was an extremely challenging time into a success story not only maintaining our growth, but more than doubling it year-on-year.”

Gerard Moran, CEO of BodySlims

WOLFGANG DIGEST

With a cookie-less future looming, we looked to get BodySlims ahead of the curve with an integrated strategy that leveraged first party data. We repurposed existing content to grow their email database, and then engaged this audience across Paid Social, Search & Email to maximise course bookings.

CHANNELS

Email, Facebook, Instagram, Paid Search, CRO, Content and Creative

SUBSCRIBER GROWTH

+539% YOY

THE CHALLENGE

Both Wolfgang and the client recognised the critical importance of preparing BodySlims sales strategy for a cookie-less future by growing their email subscriber list. Our target was to grow their email list by 100%, and increase online revenue by 40%.

OUR STRATEGY

We mapped out our full-funnel strategy to ensure each channel was either gathering or activating first-party data. We formulated a four-pronged strategy to achieve this:

We created a gated eBook from existing content to use as a lead magnet for subscriber growth (“Mediterranean Low-Calorie Recipes”).
We optimised existing web pages to make the eBook highly visible on the site and to improve the subscriber rate.
We launched a Facebook lead generation ad campaign to promote this content to new audiences and drive subscriptions in a cost-effective way. In order to find users most similar to BodySlims’ customers, we used our existing email database to create Facebook lookalike audiences to target.
This audience was then nurtured and converted via Email, Paid Search and Social. We created an email marketing campaign to encourage BodySlims’ customers to forward this content to their friends and family, and created personalised segmented email journeys to nurture any new subscribers.

bodyslims screenshot

INNOVATION USED

To decide on the content focus for our e-book, we took a deep-dive into BodySlims' website to discover what content people gravitated towards. We learned that food and recipe content drove 2.8x more sessions than other content on the website. We created an innovative piece of interactive website content called “Healthy Habits” ahead of the campaign, using it to analyse BodySlims’ customers' emotions using nifty URL tracking. We discovered stress was a common feeling among them. Based on this, we repurposed a selection of 21 Mediterranean themed recipes into an eBook, and paired the eBook with themed, stress-busting Spotify playlists.

To capture new leads from the e-book campaign and grow our first party data, we used a 3rd party web application to connect Facebook Ads Manager with BodySlims' CRM. This allowed us to pass new leads from our Facebook lead gen campaign directly into BodySlims' CRM.

Once new audiences were further down the funnel and as we got closer to the programme start date, we showed them Facebook ads with more urgent ad copy and creative. Subscribers were also sent action-led emails which had a countdown clock embedded in them, showing how little time they had left to convert.

BUSINESS GROWTH

By putting first-party data first, we were able to smash both of the key objectives we set for the campaign:

We QUADRUPLED our online revenue target of 40%, recording a 174% uplift.

We grew the email list YoY by 539%, with revenue from email increasing by 1,221% YoY

It cost BodySlims just €1.89 per newsletter sign up on Facebook (83% below industry average), which shows how effective targeting, the right content and an integrated cross-channel approach utilising first party data and email can drive massive efficiencies and ROI - and sets BodySlims up for success as we move closer to a world without cookies.