Fitness studios, gyms, salons and spas have had no choice but to keep up with a constantly changing business landscape since March of 2020 — yet the businesses who are still standing are barely recognized.
To celebrate these businesses and spread word of the innovative ways they are advancing the fitness and wellness industry, ClassPass launched the 2022 Best of ClassPass Awards: The Innovators. For the first time ever, ClassPassers around the world were able to vote for their favorite studios, gyms, salons and spas and give them the platform and recognition they deserved with a fully integrated campaign, microsite and increased press efforts.
By shining a light on our partners, ClassPass positioned themselves as innovative by association — all while increasing brand awareness, SEO and SEM rankings and rallying our partners to submit UGC content to be used on social for years to come.
To properly give our winners a platform, we knew we needed a multi-pronged approach to sharing their stories. While the cornerstone of our campaign was a microsite designed to feature videos and interviews from 100+ winners worldwide, we also condensed and repurposed this content for multiple channels to garner as much coverage as possible:
The Best of ClassPass awards allowed us to strengthen our partner relationships, bring awareness to our customers about the variety of studios, gyms, spas and salons on our platform, and add over 2000+ UGC image and videos assets to our evergreen asset library.
We created the Best of ClassPass microsite to showcase our winners first and foremost, but we also had a few technical goals we were designing towards:
CAMPAIGN LOOK & FEEL
Knowing that the content we would feature from our winners would come from a variety of sources (and thus a variety of filming styles, personalities, locations, lighting, etc.), we set a colorful, collaged look and feel for the site and campaign which allowed us to celebrate the diverse group of businesses. Briefing studios, gyms, salons and spas to share their own self-filmed content meant we were able to 1) create assets that felt native to social channels and were more likely to perform well, 2) quickly gather content for the campaign at scale, and 3) add UGC to our asset library for future use.
The 2022 Best of ClassPass campaign was a success on all fronts. Most notably, we were able to increase the number of first-time ClassPass users attributed to the campaign by 1,650% compared to the previous year. Traffic to the blog housing the microsite also increased by 3,716% during the campaign.
ClassPass’ first app store event garnered 177,000 impressions, 1,707 app opens and 302 first-time downloads, exceeding benchmarks. We also surpassed our engagement goal with 407,000 impressions on all domestic Best of ClassPass posts. This meant that globally, @ClassPass accounts saw an average 348.7% increase in engagement across all countries during the campaign including the EMEA & APAC markets.
Finally, the campaign increased the overall number of reservations at winning venues globally by 3% in the month following the launch. For venues featured in emails, this increased to 18%.