PROCLAMATION

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Fitato Discovery

FITATO

Drive awareness and trial of FITATO nationally to establish the FITATO brand as a top 3 brand in the category.

Fitato came to Digilancer looking for support in driving awareness and sales for its fitness services. Their ask was for digilancer to develop a marketing program that drove home Fitato’s benefits and broke through the clutter of a crowded category.

Starting with the Fitato core benefits , Digilancer developed three videos, each optimized for Facebook and each with its own distinct creative direction.

"MMA"

"YOGA'

Capoiera

To determine effectiveness of each video, Digilancer worked with Fitato to create a test/control measurement framework.  Each video was served to a mutually exclusive grouping of regions, allowing the team to measure relative performance against each other (and a hold-out control region that wasn’t served any media).

The Results

After 2 weeks, Digilancer was able to identify “capoeira” as the highest performer, driving sales at a higher level than the other two videos.  This sales lift held after Digilancer rolled “capoeira” out nationally, exceeding pre-campaign go.