New Customers and Brand Building: Growing an Online Fitness Brand with Content

Fitness trainer and motivator Jany Landl founded and leads the team behind the online gym LIVE energy. To increase awareness of this project and gain new customers, they also used Engerio.

Situation: Major changes including a new name

Slovaks associate Jany Landl’s name especially with a healthy lifestyle and well-prepared fitness training. His popularity grew significantly thanks to online workouts during the pandemic. Later, the team’s activities were brought together under the online gym project LIVE energy, which includes creating valuable videos, articles, motivational podcasts, and healthy eating tips.

“We switched to new brand communication, changed colors, brought in new trainers and well-known faces from our business, expanded our training program offerings, created a mobile app, and launched a new website. The year 2024 was a new step for us,” says Miriam Marcišová, Marketing and PR Manager at LIVE energy.

These were significant changes that they wanted to clearly communicate to people. For this purpose, they also ran a campaign through Engerio.

Campaign Goal: Introduce LIVE energy and gain new clients

“The goal of all our communication was to get the LIVE energy brand in front of a wider audience. We wanted people to remember that Jany Landl is the founder of the most popular online gym, where the best trainers help clients exercise anywhere they are,” explains Miriam Marcišová.

Just like with traditional brick-and-mortar gyms, the season for online fitness starts with the new year, after the holidays. People make resolutions - they want to live healthier, lose extra weight, or start exercising. LIVE energy offered help in the form of a “New Year RESTART” challenge. This included workouts, diet adjustments, and motivation and discipline support.

“Our campaign aimed to reach new clients and tell them not to be afraid - no matter their fitness level or age. The dream of feeling better in your body doesn’t have to stay a dream; you can experience it. With us, everyone can work out in their living room for a symbolic price of €8.90 per month,” describes Miriam Marcišová.

Campaign Process: Use of Different Ad Previews

The Engerio campaign ran for ten days and directed traffic to the RESTART subpage on liveenergy.sk. In agreement with Engerio, the client tested nine different ad previews with various headlines and images. These focused on healthy lifestyle, exercise, or showcased well-known trainers.

Examples of campaign visuals.

“I really liked that Engerio can provide illustrative preview images, so we didn’t have to use only our own brand graphics, which - as we know - naturally have lower reach compared to native visuals,” says Miriam Marcišová from LIVE energy.

“I also appreciate the excellent support from Engerio in setting up the campaign, the prompt launch, and the insights for improvement. The clear statistics for monitoring performance during the campaign, which allow us to react, are also a big plus.”

Results: Above-Average CTR Brought New Customers

The average click-through rate (CTR) of the articles in this campaign was 1.34 %, which is above average. The headline that attracted the most readers was “Start this year healthy and fit. You only need 30 minutes for it”, with a CTR of 1.95 %. The overall campaign goals were achieved, and LIVE energy recorded an increase in clients who signed up for the RESTART challenge - up to 30 % more than last year.

“I was satisfied, as with all our joint campaigns. I definitely recommend Engerio for performance campaigns as well as brand-building campaigns. From our joint campaigns, you can see that we reach potential clients online, because visitors come to our website where we see longer time spent. Since Engerio covers the top websites in Slovakia, it deserves a place in every major media plan,” concludes Miriam Marcišová from LIVE energy.

Interested in Native Advertising? Would you like to get quality traffic to your website and gain new customers too? Don’t hesitate to contact us. We will be happy to help set up a campaign so your content reaches millions of readers of Slovak online media.