Barry’s allocated discrete budgets for each objective, so messaging and tactics had to be implemented with surgical precision. Barry’s had never tested digital media, so we had no precedents to guide us.

We worked with Barry’s IT team to mine first party data and ensure optimum site tagging and collection of site visit metrics for our campaigns:

New Member Acquisition – Efficiently gain new members through digital DR

Tactics: SEM, Google Discovery, Social, Programmatic Display

New Studio Openings – Build awareness and drive visits to new Barry’s studios

Tactics: Social, SEM, Google Local Campaigns

eCommerce – Drive online sales of Barry’s activewear and partner brands

Tactics: SEM, Google Shopping, Microsoft Shopping, Social, Programmatic Display, Sponsored Products

Target similarities among the initiatives enabled us to capitalize on data from each campaign to reach new Barry’s customers and leverage ‘look-alikes.’ To efficiently extend reach within our test-and-learn methodology, we deployed marketing automation tactics; RSA, CRO, AI-driven SEM bid strategies, automatic placements.

Our plan enabled us to optimize performance by ‘cross-selling’ among segments, i.e., once we acquired new members, we could efficiently target them for eCommerce messaging.