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Les Mills wanted to sign up more people to its Les Mills+ home workout app by making exercise more convenient. With the help of YouTube Shorts and Video Action campaigns, the brand managed to expand its audience and increase the number of sign-ups in the application.
Objective
Increase sign-ups for Les Mills+ app
Platforms
YouTube
Strategies Used
YouTube Shorts, Video Action campaigns
Results
52% increase in click-through rate, 10% decrease in cost per acquisition, 16% decrease in cost per impression.
Making exercise feel accessible and driving app sign-ups.
Short-Form Video Content
Created engaging short-form videos for YouTube Shorts.
Video Action Campaigns
Utilized Video Action campaigns to drive app installs.
Mobile Optimization
Focused on mobile-friendly content and ad formats.
Shifted focus to short-form video content and mobile-optimized campaigns.
Increase in click-through rate
Decrease in cost per acquisition
Decrease in cost per impression
The brands managed by Les Mills were also able to achieve their goals by using YouTube Shorts and Video Action campaigns to promote the app download and boost the brand awareness. Thus, shifting its focus to the new consumer behavior and using the format of short-form videos the brand managed to increase its growth rate and enhance the performance of the campaigns.
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