Edinburgh Leisure is a charity dedicated to making a positive difference by creating opportunities for everyone to get active, stay active and achieve more.
Across the month of February Edinburgh Leisure wanted to promote soft play memberships across parents..
The offer was ‘Join in February, get March FREE’.
Our approach involved using YouGov Profiles to gain insights into parents attitudes, behaviours, media consumption, brand preferences, and lifestyle choices.
Based on our research, we recommended a combination of advertising methods including Meta, Google Search, and Programmatic Display, with 70% of the budget allocated towards social media.
The targeting capabilities of META allowed us to effectively deliver our message to our desired audience while minimizing wasted spend. We utilized Facebook and Instagram ads, a/b testing various visuals and messaging to drive sign-ups.
In addition, we utilised Google Search to specifically target parents who were looking for gym memberships.
High-value keywords were identified around ‘family-friendly gyms’ and ‘childcare services’ which allowed us to reach parents who were more likely to convert.
Finally we used Display ads re-engage audiences and increase our visibility across specific ‘parenting’ and ‘lifestyle’ related websites (i.e. Net mums)
1. Smashed the target and finished +130 memberships up on previous year, nearly 500 new memberships in total.
2. All 3 Venues broke their targets by between 10% and 25%.
3. Best Ever Soft Play Campaign result with a ROI of 218%.