Client: BRUCE
Background: Bruce wanted to convert already existing BRUCE members to the new exclusive training membership level BRUCE Black, and to maintain customer satisfaction despite the increasing costs for their users.
Our research showed that humorous content gets more engagement and shares, among with the insight that whilst competitors to the training app BRUCE had ads everywhere, BRUCE hadn't done any official marketing at all but still grew steadily in numbers of users.
What I did: Based on our insights we decided to create a social media campaign around the statement "We don't do ads."
Badly made content was released with copy explaining, in a relaxed and humorous tonality, that BRUCE had other things to put their time and energy on than making ads, such as maintaining the best training membership on the market. In a few of the posts the captions included short explanations stated as facts to why a more expensive membership was necessary to ensure the long term survival of studios with a higher maintenance cost.
Badly made content was released with copy explaining, in a relaxed and humorous tonality, that BRUCE had other things to put their time and energy on than making ads, such as maintaining the best training membership on the market. In a few of the posts the captions included short explanations stated as facts to why a more expensive membership was necessary to ensure the long term survival of studios with a higher maintenance cost.
The campaign was posted on BRUCE's social media platforms and managed to create a bigger understanding of the new membership among the existing members, generated a lot of positive comments and strengthened the desired branding of BRUCE.
