Proving fast-growth paid social best practices can drive sales for a legacy brand
MEDIA + CREATIVE + STRATEGY
Total Gym made a name for itself in the 1990s with celebrity endorsements from Chuck Norris and Christie Brinkley. But since partnering with Rain the Growth Agency in 2004, their goal has been to find more cost-effective ways to keep evolving their brand and growing their customer base.
To reach new audiences and add to their portfolio of creative assets showcasing the new Incline Row machine, Total Gym engaged with Rain the Growth Agency’s Paid Social team and Production Lab to produce bespoke spots for TikTok, Snapchat and Facebook that significantly drove sales.
- Paid Social
- Digital Video
- Data Analytics
- Creative Strategy
decrease in cost per Add to Cart from TikTok
increase in purchase volume from Snapchat
increase in purchase volume on Facebook
increase in click-through rate
“The team provided detailed creative guidance that gave us an opportunity to test and learn from a variety of assets which will inform our long-term strategy for these social platforms.”
— Joe Crowley, VP of Marketing, American Telecast Products, LLC (parent company of Total Gym)
Quick-turn creative solutions
Total Gym needed social media-specific assets to showcase the versatility of their Incline Row machine, which can support more than 80 exercises. In just two weeks, Rain the Growth Agency’s Creative and Paid Social teams collaboratively strategized, produced, and executed a variety of new spots in the Production Lab at their Portland, Oregon headquarters.
These assets were launched across Snapchat, TikTok, and Facebook, based on how the target audience accesses and consumes content. In this way we were able to quickly test hypotheses about audience engagement as well as which versions and platforms would perform best.
A data-driven approach delivers conversion
Testing new platforms to gain new customers
Using a data-driven approach, we worked with Total Gym to create concepts using historical knowledge of platform-specific conversion drivers and trends. On TikTok specifically, Total Gym was able to reach a slightly younger demographic, enabling them to tap into a new audience for potential growth.
Fast company tactics for the win
Total Gym has built a legacy for its brand over the years, but successfully applied DTC fast-growth company best practices on social media to drive purchases.