A wellness membership center offering medical weight loss, regenerative therapy, physical therapy, and kids' health and fitness programs wanted to grow attendance for its summer youth programs. With activities ranging from sports camps and swim lessons to birthday parties and summer pre-school, they needed to reach parents and raise brand awareness across the region. Vici Media designed a strategic digital campaign to promote these programs, successfully engaging local parents and increasing foot traffic to the center.
Strategic Multi-Channel Digital Approach
To capture parents’ attention, we launched a multi-channel campaign that included:
- OTT Advertising with Visit Tracking: Recognizing the high video completion rate of OTT (Over-the-Top) advertising, we targeted parents streaming content on connected TVs. OTT with Visit Tracking allowed the center to see how many ad viewers later visited the wellness center in person.
- Mobile Conquesting + Cross Platform: With Mobile Conquesting, we targeted potential customers across devices, helping to reach Millennial parents interested in kids’ entertainment and fitness.
- Native Ads: Native advertising further enhanced brand exposure by embedding the center’s messaging within relevant content, naturally engaging parents exploring topics related to kids' activities, fitness, and wellness.
By the start of month two, we optimized the campaign with additional OTT tracking, expanding reach to audiences likely to act on these local opportunities.
Campaign Results: Increased Engagement and Verified Visits
In the first three months, the campaign drove impressive engagement:
- 500,000+ Impressions: This extensive reach resulted in 1,250 clicks to the wellness center’s website, significantly increasing digital traffic.
- OTT Completion Rate of 95.99%: The OTT ads achieved high engagement with almost all viewers watching the ads to completion, reinforcing brand messaging for parents.
- Verified In-Person Visits: OTT with Visit Tracking served an additional 15,600 impressions, leading to eight verified in-person visits within the first month, plus an estimated 32 overall visits directly attributed to the campaign.
Pleased with the engagement and increase in foot traffic, the wellness center decided to renew the campaign for an additional four months, reinforcing the impact of a targeted digital strategy to boost brand awareness and drive real-world results.If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.