Orangetheory Fitness Case Study

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About the Client

Orangetheory Fitness is a heart-rate based HIIT total-body group workout that combines science, coaching and technology to guarantee maximum results from the inside out. It's designed to charge your metabolism for more caloric afterburn, more results, and more confidence, all to deliver you more life.

Objective

Drive leads to receive a free class at 10 local Orangetheory Fitness locations.

 

Timing

January 2018-present

 

Strategy

Use the power of influencer marketing utilizing Q102 on-air personalities Tim and Toria for an endorsement campaign. Tim and Toria work out at Orangetheory Fitness and talk about their experience in their weekly commercials and inform listeners that their first class is free! They also post to their social media about their experience and fitness results, persuading their followers to join them at the gym!

 

What we delivered

We run 60- and 30-second commercials four weeks per month. Our team designed and developed a custom landing page, OTFCincinnati.com, where we post monthly specials, drive leads to each Orangetheory location for a user's first class free and run contests. Listeners choose the OTF location of their choice for their first free class. Each OTF location receives an email every time a listener signs up for the free class at their location in order to personally connect with that potential new member. Banner ads featuring Tim and Toria on WKRQ.com and mentions from Tim and Toria's social media accounts also drive traffic to the landing page.

Using the combined power of radio and digital, we have successfully created 644 leads (and counting!) to OTFcincinnati.com to receive the free offer and help drive membership enrollment in the last two years!

The endorsement radio campaign has been great for awareness and lead generation. We are lucky to be working with Tim & Toria as they have helped the OTF brand in the Greater Cincinnati region."

Megan Felder, marketing agency, West Coast Orangetheory Fitness

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