Basic-Fit

Objective

Basic-Fit, one of the largest fitness companies in the Netherlands, is known for its low-cost, no-frills approach to fitness, offering affordable memberships and 24/7 access to its gyms.

When the brand sought to accelerate the growth of its fitness club memberships and boost its perception as a brand committed to well-being, it partnered with TikTok to launch a novel, full-funnel campaign, targeted at the platform's large, health-conscious community. Beyond the short-term campaign objective of membership growth, Basic-Fit was keen on fostering long-term customer loyalty and positioning itself as a champion of health and well-being.

Solution

To realise their objectives, they teamed up with marketing agency Maxlead, to develop a full-funnel campaign strategy centered around brand awareness and conversions. The campaign made innovative use of TikTok's advertising, creative and measurement solutions and was built up of three main tactics.

First, they used TikTok Creative Exchange to connect with a creative partner who helped them create a series of fun, authentic, TikTok-first brand videos to compliment their official campaign videos. Both types of creatives centered around the rewarding feeling of exercising with the official campaign videos putting extra focus on the brand's membership promotions.

Second, they decided to bundle different TikTok ad formats, based on the insight that using multiple ad formats has proven to improve brand lift metrics. They used TopView ads for maximum reach and In-feed ads to drive engagement with users when scrolling through their For You feed. On top of the TopView ad, they used TikTok's 'Shake Surprise' interactive add-on, inviting users to engage with the ad by shaking their phone.

Third, they made use of TikTok's Signals Solutions, integrating both the Events API and TikTok Pixel. Installing these features meant marketing data could be shared in a reliable and safe way, each time users took action on their website. This allowed for more precise targeting, extensive campaign optimisation in each stage of the funnel, maximising the performance of their ads.

Results

The campaign produced exceptional results for Basic-Fit. Ad recall increased by 15%, reflecting strong engagement with the TopView ads and proving the impact of the creatives they produced through TikTok Creative Exchange. Brand preference saw a 5.9% lift, indicating a positive shift in consumer perception.

Most importantly, the campaign resulted in an 8.2% uplift in conversions, verified through a conversion lift study. This demonstrated the campaign's success in driving new subscribers.

Overall, Basic-Fit achieved its goals of driving subscriptions, enhancing brand recognition, and positioning itself as a brand that supports well-being.