Successfully extending a traditional campaign to the digital and social sphere
Parlay the success of Terry Richardson’s ‘IT’S NOT FITNESS, IT’S LIFE’ campaign into a digital presence that reflected the chic luxury of the in-club experience - enhancing the brand’s image, augmenting brand visibility, and keeping the brand connected with the motivated, upwardly-mobile consumer.
Geo-targeted Facebook tabs that promoted monthly content, creating a social destination that engaged Equinox’s audience on a more personal level. We also created a photo app so fans could share photographs showcasing their interpretations of the campaign’s pillars – eg. agility, confidence, endurance.
With an invigorated CRM strategy that included an innovative customer outreach program and image-heavy, branded emails, we were able to gain Equinox the highest click-through rates in the industry. Even Mashable heralded JWALK’s social campaign saying, “Equinox kicks butt at social media.” JWALK’s CRM strategy saw a 24% increase in open rates to 10% above industry average and a 10% increase in click-through rates (double industry average). Social media engagement also rose by over 100%.