Hive Fit Nation: Attracting New and Younger Members
Hive Fit Nation aimed to boost membership growth by attracting a younger demographic through its diverse class offerings.
Martech developed a dynamic content strategy with video-driven social media, targeted ads, and engaging content to highlight the gym’s vibrant atmosphere and inclusivity.
The result: Increased memberships, especially among younger audiences, and a revitalized social media presence that accurately reflects Hive Fit Nation’s identity.
Detailed performance metrics, including lead generation and engagement statistics, can be found in the results section below.
See the full case study and campaign results live on Instagram.
THE CHALLENGE
Hive Fit Nation faced several key issues:
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Lack of young members:
The gym needed to attract a younger demographic.
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Unawareness of key strengths:
Despite offering a wide range of classes for men and women (both mixed and gender-specific), many potential members were unaware of these options.
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Limited video content:
Their social media relied heavily on static images, missing the chance to showcase the gym's vibrant atmosphere and diverse class offerings.
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Social media misalignment:
The gym’s digital presence didn’t accurately reflect its dynamic and inclusive culture, making it harder to attract the right audience.
THE SOLUTION
Martech crafted a fresh, video-driven content strategy and implemented targeted ads to address Hive Fit Nation’s challenges:
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Content Strategy
Martech developed a video-driven content strategy to showcase Hive Fit Nation’s diverse class offerings, segmented by gender and type. The strategy emphasized the gym’s energy, inclusivity, and community, while tailoring content to engage a younger demographic.
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Video Production
High-quality videos were produced to highlight a variety of classes in action, from mixed to gender-specific sessions, visually capturing the gym’s vibrant and dynamic environment.
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Targeted Ads
Targeted ad campaigns were launched to attract younger audiences, promoting Hive Fit Nation’s diverse classes and welcoming atmosphere.
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Social Media Overhaul
Hive Fit Nation’s social media was transformed into a video-centric platform, featuring class highlights, dynamic content, and member stories to reflect the gym’s true identity and better connect with potential members.
THE RESULTS
Here’s how the campaign impacted Hive Fit Nation:
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Leads Generated:
Increased by approximately 45% over 12 months, combining both paid ads and organic efforts.
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Membership Inquiries:
Increased by 28%, with a significant uptick in younger demographics.
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Class Awareness:
Improved understanding of class diversity, leading to 25% more inquiries about mixed and gender-specific classes.
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Class Awareness:
Improved understanding of class diversity, leading to 25% more inquiries about mixed and gender-specific classes.
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Social Media Metrics:
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Follower Growth:
Increased by 21.79% across platforms.
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Engagement Rate:
Increased by 92.43% in likes and 7.57% in comments.
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Post Reach:
Grew by 600.14%, with a notable rise in average reach per post.
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Video Metrics:
Video Views: Increased by 300% compared to static content, helping attract younger, active audiences.
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Brand Identity Alignment:
The gym’s vibrant and inclusive culture is now authentically represented, attracting members who align with its values and energy.
