How we helped Ecore Athletic stand its ground as the top choice in fitness flooring with a highly targeted, impactful campaign.
Ecore Athletic
- 136%Goal Achievement
- +1100Lead Conversions
- 42%CPA Cost Decrease
- 32%Overall Budget Savings
Background
Walk into any gym or fitness centre, and chances are you're standing on Ecore flooring. As the number one supplier of recycled rubber surfaces, Ecore leads in the fitness market.
Services
- Brand Strategy
- Creative Concept Development
- Paid Media Strategy
- Campaign Video & Digital Execution
Challenge
During the pandemic, the athletic industry took a hit. Now, with a renewed focus on enticing people back into gyms, Ecore saw an opportunity to grow its position in the market.
Speaking to the right audience is a good place to start.
Our brand strategy work revealed two key insights. One, most athletic flooring ads seem to target the wrong people — often speaking to gym goers rather than gym owners. Second, gym owners/facility managers are extremely passionate about the gyms they maintain — often to the point of obsession. Yet, they rarely receive the recognition they deserve.
When you lay the groundwork, greatness will follow.
We used these insights and a highly strategic media plan to craft an empowering campaign that would reach our intended target. By shining a spotlight on the unsung heroes of the gym world, the 'Grounded in Strength' campaign captured the unwavering dedication of gym owners. We used inspirational copy, beautiful imagery, and a rich story to deliver Ecore Athletic's key performance and longevity product messages — all while continuing to ensure we resonated with the core values of our audience.
Impressive results, fast.
With our inspiring awareness video and engaging product-focused display ads, we surpassed all campaign goals. Within 3 months of our 7-month campaign, we nailed 136% of our conversion target, all while using only 68% of the budget. The numbers speak for themselves: over 1100 conversions, and a cost per conversion rate 45% less than what's typical in the industry.