Work
Kore – Brand, Strategy & Social Media Uplift For KSA Women’s Gym
The Brief
Kore was one of the first all-ladies boutique gym to open in Riyadh. Answering a market need for top-notch training and privacy – coupled with an events calendar that included outdoors activity and in-house parties – Kore became a community for modern Saudi women, a safe gathering place to empower one another. In the last year however, Kore had been focusing on expanding, opening several branches in Riyadh and Al Khobar. Fact that took its toll on the brand in terms of visual identity consistency and communication. Our intervention was to help them rebuild their brand positioning, enhance their visual assets and boost their digital presence.
The Solution
We started with a brand audit, digging out all the key elements that made the brand successful in the first place and identifying these good seeds that we needed to replant and grow. These insights became the base upon which we developed the brand strategy, locking the brand’s target audience, promise and essence. Based on this document, we went on to create the marketing & digital strategy, developing the axis of communication that would relay the locked brand positioning and build their community offline and online.
We also uplifted the brand identity and guidelines, rolling it out on a number of collaterals, such as staff costumes, gym clothes and merchandise, annual race flags and pins, among others. One of the brand’s goals was to retain its market leadership position in CrossFit training, so we worked on promoting their weekly schedule on social media, driving traffic and engagement to it.
Based on the social media strategy and guidelines, we organized bi-monthly content production shoots to create a library of pictures and videos, relatable to our audience.
The Campaign
Having recently opened its new branch in Al Khobar, Kore needed a communication campaign that would increase awareness, gain leads, and ultimately generate more membership sales. We ran a digital campaign with a defined objective: reach & website traffic. Using interest & demographic targeting, we created an audience of females interested in all fitness-related topics and located within a 20 miles radius of Kore’s new branch. We then created lookalike audiences from an existing customer list and targeted them accordingly. Using the power of video, we were able to reach and inform a wide, yet relevant audience, about the gym’s new location which gathered a total of 60,000 views. We then encouraged people to take action and provide us with their contact information by creating a new set of ad visuals with a lead magnet that would offer subscribers a 30 min Free PT session. In addition to this, we A/B tested 2 different ad creatives to assess which would resonate the most with our target audience and to further understand their behavior. The campaign on Instagram & Snapchat performed very well, gathering 1.6 million earned impressions, 60,000 video views and 1,000 quality leads in a month.
The Result
Consistency of branding and communication reinforced Kore’s brand promise that made it successful in the first place: gathering and empowering a community of modern Saudi women. It also helped the brand reach out to new audiences, acquiring new leads and becoming the top of mind choice for a boutique gym with the latest in equipment, certified classes and regular events & activities.
