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Les Mills International: How YouTube supported Les Mills International to complement their existing short term acquisition strategies with long term brand building activity
With more than 50 years in operation, New Zealand owned and operated Les Mills International has its sights set on becoming a top global fitness brand. Though it boasts a strong, loyal member base, Les Mills International wanted to build meaning for new audiences not yet familiar with the brand.
With an existing short term acquisition strategy already driving success on YouTube, Les Mills International had good reason to focus its long term strategy there too.
Marketing guru Mark Ritson takes you along on their brand building journey in this episode of ‘The Long and The Short of It’ – joined by Les Mills International Chief Customer Officer Luke Waldren and Marketing Director Ebony de Thierry.
Serving creative with a side of swagger, Les Mills International boldly introduced themselves in the multi-format ‘Who Is Les Mills?’ campaign. See how they leveraged YouTube’s advanced experimentation and measurement solutions to optimise their campaign in time for peak fitness season – ensuring they were driving maximum return on investment for the brand in the long run.
