MARK233 Lead Generation

Summary

Gymshark's Limited Edition Reversal Collection aims to address the demand for affordable, high-quality activewear with a unique two-in-one design. A 12-month campaign, focused on lead generation and brand awareness, targets young, financially independent consumers like Samantha Taylor, a university student. The strategy includes influencer partnerships, engaging content across social media, and targeted ads through Facebook and Google to boost conversions and drive website traffic. With a $2 million budget for lead generation and a focus on SEO and Afterpay integration, the campaign aims for significant sales growth and brand engagement, ultimately generating over 389,700 leads.

Takeaways

• 😀 The campaign targets the fast fashion problem by offering affordable, high-quality workout and lifestyle wear with the Gymshark Reversible Collection.
• 😀 The solution involves a reversible activewear line, offering two outfits in one, providing value for consumers.
• 😀 The total budget for the overall campaign is $10 million, with $2 million dedicated specifically to lead generation efforts.
• 😀 The campaign will run over 12 months, progressing from brand awareness to post-purchase engagement, with a focus on building long-term relationships.
• 😀 The lead generation campaign focuses on organic content, paid ads, and influencer partnerships to drive conversions.
• 😀 The primary objective is to transform 20% of existing followers into paying customers within six months of the product launch.
• 😀 A secondary objective is to increase hardcore sales by 30% between June and December 2022.
• 😀 The third objective is to increase monthly website traffic from 154,000 to 250,000 visitors over eight months through search engine optimization (SEO).
• 😀 The buyer persona is Samantha Taylor, a 21-year-old full-time university student who is active on social media and spends time shopping online.
• 😀 Influencers like Morgan Rose Maroney with a strong follower base will be utilized to create content and drive leads, offering commissions for each sale generated through their referral code.

Q & A

What is the main problem that Gymshark's Reversal Collection aims to address?

The main problem is fast fashion and the need for affordable lifestyle and workout wear that is high quality, offering good cost per wear.

How does the Reversal Collection offer value to the consumer?

The Reversal Collection provides two outfits for the price of one, offering a versatile and cost-effective solution to consumers.

What is the total budget for Gymshark's campaign and how is it allocated?

The total budget for the campaign is $10 million, with $2 million allocated specifically for lead generation, covering Google ads, Facebook ads, website landing pages, influencer campaigns, and other resources.

What are the main stages of the 12-month campaign timeline?

The campaign starts with brand awareness, progresses through lead generation, and ends with post-purchase activities. The focus on lead generation will begin in March and run through September.

What are the key objectives for the campaign in terms of sales and leads?

The objectives are to convert 20% of existing followers into paying customers within 6 months of launch, increase sales by 30% from June to December 2022, and boost monthly website traffic from 154,000 to 250,000 visitors within 8 months.

Who is the ideal buyer persona for Gymshark’s Reversal Collection?

The ideal buyer persona is Samantha Taylor, a 21-year-old financially independent university student interested in yoga, bush walking, and music festivals. She frequently shops at brands like Nike, Princess Polly, and Kmart.

How does Gymshark plan to engage their audience on social media?

Gymshark plans to engage the audience with a content mix where 20% will be product-focused (the reversible collection) and 80% will be audience-centric, featuring user-generated content, influencer campaigns, memes, and relatable posts.

What is the role of influencer partnerships in this campaign?

Influencer partnerships, like the one with Morgan Rose Maroney, are essential for promoting the reversible collection. Influencers will create content such as try-on hauls and Instagram posts, with the goal of generating leads and increasing awareness.

What kind of results does Gymshark expect from their ad campaigns?

Gymshark expects to generate at least 29,700 leads from Facebook and Google ads, with a total of 389,700 leads anticipated across the entire campaign.

How does Gymshark plan to optimize their website and ads for better performance?

Gymshark will optimize their website by ensuring the correct use of page titles, navigation titles, and URL slugs for better SEO. They will also focus on afterpay, which appeals to younger buyers, and target high-value keywords for their Google Ads campaign.