In today’s digital age, marketing has evolved significantly, and businesses are continuously seeking innovative ways to stand out in the competitive landscape. Among the various marketing strategies, one approach has been gaining immense traction for its ability to drive transactions and deliver results Performance Marketing. One company that has successfully harnessed the potential of performance marketing is Cult.fit, a leading fitness and wellness brand with a mission to make India healthier and fitter.
A Fortuitous Meeting Leads to a Digital-First Campaign
Cult.fit recently welcomed Bollywood superstar Ranveer Singh as their new brand ambassador and ‘motivator-in-chief.’ The announcement was accompanied by a captivating digital-first ad campaign, conceptualized and written by the creative agency Bare Bones Collective. The campaign’s core target audience comprises individuals aged 25 to 35, who are looking for effective fitness solutions to improve their well-being.
Ranveer Singh’s appointment as the brand ambassador was a serendipitous outcome of a meeting with Mukesh Bansal, the co-founder of Cure.fit, the parent company of Cult.fit. The company aimed to leverage Singh’s vibrant personality as an actor and endorser to create an impactful campaign.
Offline Presence and Top-of-Mind Brand Recall
While Cult.fit initially focused on digital marketing and performance-based strategies, the brand now recognizes the importance of an omnichannel approach. As people transition into a post-COVID world, offline touchpoints gain significance, as they create lasting brand recall. Having an offline presence allows the brand to connect with individuals who have experienced or seen Cult.fit centers, leaving a memorable impression on them.
Performance Marketing: Driving Transactions and Building Connections
Performance Marketing plays a pivotal role in Cult.fit’s marketing strategy, with 40% of their marketing budget dedicated to this approach. By leveraging platforms like Google and Facebook, Cult.fit can reach potential customers at the right moment, helping them remember the brand when considering joining a gym. This targeted and transaction-focused strategy has proved highly effective in converting prospects into loyal members.
Data-Driven Insights for Smarter Decisions
Cult.fit’s flagship app serves as a valuable data source, providing actionable insights into user behavior and preferences. By analyzing location data, the company can identify the best areas for setting up new fitness centers, ensuring accessibility to customers within a 3km radius. Additionally, the app’s smart workout trainer empowers users to create personalized workout programs, shedding light on preferred muscle groups and workout formats.
Cult.fit’s Thriving Merchandising Business
During the nationwide lockdown in 2020, Cult.fit adapted to the challenging circumstances by selling fitness equipment online. Today, merchandising has become one of Cult.fit’s key revenue streams, with 40% of the revenue coming from the app and website. The brand’s merchandise is also available on popular e-commerce platforms, extending its reach to a broader audience.
Building a Strong Presence in Key Cities
With fitness being a localized business, Cult.fit focuses on deepening its penetration in the top ten cities in India. Delhi, Mumbai, and Bangalore are prominent markets that receive special attention. Understanding the dynamics of each market is crucial, and Cult.fit leverages its ecosystem of partners, including franchisees and gyms listed on the platform, to gain valuable local insights.
Cult.fit’s success story exemplifies the potential of performance marketing in driving growth and achieving marketing objectives. By tapping into the power of data-driven insights, creating impactful campaigns, and maintaining an omnichannel approach, Cult.fit has been able to connect with its target audience effectively and propel its business forward. As they continue to inspire and motivate people on their fitness journey, Cult.fit’s dedication to performance marketing remains at the core of their continued success.
