Global fitness brand Les Mills reached its ambitious cost per trial (CPT) goal within the first month of the campaign.1
Les Mills offers world-class workouts for all fitness levels with a clear mission to create a fitter planet. The brand is dedicated to helping people fall in love with fitness.
In this campaign, Les Mills sought to diversify its digital marketing channels, reach new audiences and drive incremental direct responses to encourage more free trials of their online fitness subscription service.
They timed this launch with the important Boxing Day sales moment, hitting on the ‘new year, new me’ notion that people embrace at this time of year. Pinners are planners. They come to Pinterest at the start of new journeys to plan for new ideas. For Les Mills, that translated into reaching the right audience early.
With Pinterest’s foothold as the destination for inspiration and positivity, where many head to for true inspiration to begin or renew their fitness journey, Pinterest was the perfect partner for Les Mills.
higher conversion rate vs. current US benchmark2
Ambitious CPT goal reached in the first month of the campaign
To reach their goals, Les Mills tailored their message around starting the year strong. Given that 1 in 3 Pinners use Pinterest to translate their aspirations into real change3, the messaging and the platform were the perfect match. By showcasing moments-led creative, the brand was able to directly target Pinners as they embarked on their new year’s fitness journey.
Across 8 different ads, the brand used creative best practices, pairing lifestyle imagery and aspirational overlay text that included a CTA button. Pinners were even more motivated to discover their ‘new me’ and sign up to Les Mills’ free trial subscription.
In under a month, Les Mills reached its competitive cost per trial goal (against similar partners); a level of efficiency which can usually take up to 3 months to reach.1
“
Hitting our CPA target in one month was a huge success, and we couldn’t have done this without the quick and effective support from Pinterest. Especially the creative development and optimisation, tracking and measurement support and media guidance for strong performance.”
Michael Fitzpatrick, Performance Marketing Manager
Results and next steps
In under a month, Les Mills reached its competitive cost per trial goal (against similar partners); a level of efficiency which can usually take up to 3 months to reach.
Advertiser tips
01
Use search insights and trends to shape campaign targeting and find cut-through with tailored creative.
02
Continually optimise your campaigns based on creative and audience targeting levers.
03
Pinterest offers advanced measurement tools, so take advantage of them to reach the right users and maximise your investment return.