Digital Marketing Strategy for Fitness Supplement Brands [Case Study]

In this case study, you’ll learn how did I generate ₹4.5 Crore in sales for one of the top fitness supplement brands of India.

Let’s break down the digital marketing strategy that we used for a fitness brand.

Background of the case study

Today, there are over 300 fitness nutrition brands selling supplements online in India.

Sadly many of them are failing but they don’t have to if they properly prepare themselves and adapt to what the market is demanding.

This brand was launched in India in the month of February 2020. They had a variety of fitness supplements, best in quality with competitive pricing. They needed solid branding to establish their name plus sales to generate cash flow and reinvest in the business.

So instead of going out in the market and starting selling, we did detailed research to find the gap in the market before launching any campaigns. Since it was not just a one-product brand, but a marketplace of multiple brands and products, the market size was bigger and our nearest competitors were medium-level to big-level players.


Pre-Launch Planning

We planned the entire marketing campaign into a transformational system, through these necessary steps:  

  1. Drawing out who the ideal customer is?
  2. All marketing activities speak to only the ideal customer portfolio.
  3. Including jaw-dropping offers and deals to attract new customers.
  4. Educating them about the benefits of the products and why they should trust the brand.
  5. Encouraging them to buy the products by focusing on their desired outcome.
  6. Automating the whole process and adding loyalty programs, referral programs, etc to generate more revenue with LTV.

Marketing channels used

  • Facebook & Instagram Ads
  • Google Shopping
  • Google Search
  • Google Display
  • Youtube Ads
  • Influencer Marketing
  • Email Marketing
  • SMS Marketing

Organizing The Customer Acquisition Process

In any niche, customers are looking for a transformation and in fitness, they need a quick one.

Apart from quick transformation, the other important aspect was the authenticity of the products as we were selling edible products.

Instead of going out and shouting that we are the most authentic brand. We ran an Influencer marketing campaign with some of the top fitness influencers in the industry to gain trust and credibility in the market. 

Plus we had a process to check the authenticity of the products by scanning the QR code sticker.

We ran Facebook ad campaigns to the cold audiences and the shopping campaign on Google to acquire customers.  

The campaigns generated millions of fitness visitors to the website. Which later we used to expand our customer base.

We were prepared for them to land on the website with an irresistible offer. It gave us an initial boost. While in the backend their actions were tracked by multiple pixel codes installed on the website which offers us the benefit of retargeting them.

Retargeting Until Purchase Completed

Now once the visitors have visited the website we’re prepared to track and retarget them.
We then identified the pockets of audiences from the large visitor’s list and sold them the products that are based on their visits.

We tracked every single one of them as well as what pages they are viewing & actions they take on these pages along with other initiations and depending on these factors we re-market/follow-up them on multiple occasions with the goal of converting them or at least moving them up in their buying process. 

To retarget we have used an omnichannel approach and followed them everywhere through our ad until they buy the product. 

We remarketed using Facebook DPA ads, Google Dynamic remarketing Ads, Display Ads, Youtube Ads. We have to spend around 30% of the overall marketing budget on remarketing.

Apart from Retargeting through ads, we have used Emails and SMS Marketing to encourage them to complete the purchase by offering some discounts.

Results

Over the time span of 12 months, we achieved more than 24x return on advertising spend.

We took the sales to over 4.5 Crore in revenues by our campaigns with a total ad spend of around 18 Lakhs.

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