Evolve Energy Tribe – Lean for Life Campaign

Lean for LIfe | VIP Experience | Evolve Energy Tribe

Evolve Energy Tribe is an online platform and community that provides world-class holistic health coaching programs. Easily accessible and affordable knowledge with information specific to women’s health that isn’t readily found anywhere else.

Lean for Life was a marketing campaign with the goal to find new leads and customers with a targeted campaign. A strategy was developed to give a major boost in customer base and online brand visibility.

Marketing tactics used: Marketing Strategy, Web Design, Paid Media, Email Marketing

Marketing Strategy

Messaging

The campaign was presented as a challenge, to encourage participation. The name: “Lean for Life” was developed because the program taught a new way of thinking and approaching nutrition and fitness.

Target Audience

The demographic targeted were female, aged mid 30s to 50s, high middle to upper class households, who had an interest in fitness and health.

Marketing Channels

Paid media channels, Google and Facebook ads, were used, as well as landing pages and email marketing. These were selected for the lower cost vs. return on spend.

Goals

Primary goals were to maximize sign-ups for the VIP program. Secondary goal was to increase email subscribers.

Plan

To create buzz and interest around the Lean for Life campaign, we scheduled a free 5 day Facebook challenge where participants would tune into a Facebook Live video and learn a tidbit for the day. The information presented during this time period was valuable, but not super in-depth.

To promote the 5 Day Challenge, organic and paid social media campaigns were utilized, as well as video YouTube ads run through Google Ads’ platform. Visitors were asked to signup for the email list, which would provide additional information on joining the challenge.

At the end of the 5 Day Challenge, a VIP experience was announced to participants, which included semi-private coaching and fleshed out nutritional/fitness information that built on the Free 5 Day Challenge.

Results

With the Free 5 Day Challenge, we doubled the number of subscribers on Evolve Energy Tribe’s email list.

This was done through:

  • Facebook ads – driving awareness to a targeted audience
  • Google ads – driving views and awareness via YouTube video ads
  • Landing page – strong copy and messaging encouraging sign-up
  • Email marketing – daily emails to list as well as final emails with CTA to register for the VIP experience program

This campaign turned out to be very successful with the following results for paid ads:

Facebook Ads:
CTR (Click Thru Rate) for Facebook ads was 6.31%, compared to industry average is 0.9%.

Google Ads:
CPM (Cost per thousand views) for the YouTube video ad campaign was $7.14, compared to industry average of $14.00.

ROAS (Return on Ad Spend)
The campaign ended up with a 25x return on ad spend. Compared to industry standard of 4:1 ROAS which is considered a great return.

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