Les Mills on Demand Logo


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decrease in CPA of trailists using the Les Mills On-Demand app

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increase in conversions in global markets

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new markets with territory expansion

Challenge

Les Mills knows exercise is not meant for any one type of person, and believe everyone, of any shape, age or disposition deserves to fall in love with the perfect workout. As such the company’s vision is to, Help people fall in love fitness, with workouts for everyone, Be the most supportive health and fitness brand in the world, Inspire life changing results.

Les Mills On Demand is the online fitness training product of Les Mills, allowing consumers to workout how/where/whenever they want. The market is highly competitive, estimated to be worth $3.6b USD in identified key markets alone. Barriers to entry are relatively low as any fitness fanatic with a camera and a YouTube account able to compete for eyeballs.

In the context of this highly competitive market LMOD tasked iProspect to deliver trialists at a competitive cost per trialist, and to identify and launch into new markets. 

Solution

Part One:  Make efficiencies in performance while launching into 8 global markets.
Within a continuous test and learn framework. With access and connecting performance data, we were able to determine best course of action for media buying. We restructured accounts, keywords and assigned targeted CPA's on market potential, and foretasted geo locations historical performance. A key tool which helped is Googles machine learning and AI to automate bidding against set CPA's

Part Two: Scale reach.
Strategically, LMOD and iProspect changed the acquisition focus, where by we worked within with scalable performance numbers, rather than optimisting against pre-defined budget limitations. This was a crucial change when looking at expansion. Restricting budgets would have made it difficult to test market opportunity against performance. We needed to test market adoption with enough budget to gain market visibility and drive critical mass to start seeing efficiencies. 

Results

Within 6 months we had achieved our original target of trailists, and LMOD challenged us redo, and achieve another 6 months of the same target. And within the next 4 months that target was also achieved.

The product has had success across all their trailists with growth of its user base, and has now been launched in 5 additional markets, helping Les Mills take sustainable steps towards their vision.

dentsu

Part of dentsu international, dentsu New Zealand helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists.