OUR WORK

CLIENTS               CASE STUDIES
MEMBER ACQUISITION

NEW OPENINGS

eCOMMERCE SALES


CHALLENGE

Founded in 1998, Barry’s has been rapidly expanding its international chain of strength and cardio fitness centers. Generator was their first agency hire, tasked with managing media for three business goals:

  1. New member acquisition
  2. New studio openings
  3. eCommerce sales

INSIGHT AND STRATEGIC APPROACH

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.

RESULTS

  • Dramatically exceeded 2019 objectives by delivering a new member CPA that was 50% lower than goal, while still finding efficiencies.
  • Barry’s reported that we significantly surpassed expectations for eCommerce sales.