In an industry rapidly filling with fusion fitness and new barre methodologies, The Dailey Method franchise needed to find a way to more clearly differentiate itself amongst the competition, and do so, consistently. With nearly 100 studios across the US, Mexico and Canada, all of which manage their social media and marketing individually, The Dailey Method was seeking a campaign to motivate—and speak in one voice across North America.
WHAT WE DID
We began by listening to the studio owners and the listening to the market. From the insights gathered the Moving You campaign was born. BrandJuice then created quarterly themes and editorial calendars, marketing assets and a digital playbook—to enable the franchise businesses to execute the campaign for a year. We kicked off the year by taking over their social networks for one month. Then each studio owner was armed with a toolkit, including photography and promotional marketing materials, messaging guides and regional initiatives. The culmination of the work was a Brand Ambassador program—where now the studio owner could pass the baton to their most loyal customers to share The Dailey Method story.
In the first month of social media execution there was an 800% increase in engagement on Facebook and double the likes. Instagram, too, reaped the benefits, with a 3x increase in followers. The success, though, was not just in quantity, but also in quality, with more people posting, liking and engaging than ever before. Promotional marketing materials helped to gain new members and create a buzz in local communities. The brand ambassador program is currently opening doors for strategic brand partnerships. #burnbrightdailey