David Lloyd clubs are more than “just a gym”. Their breadth and depth of facilities is unrivalled in terms of national presence and they have a range of products on offer that set them aside from competitors.

The challenge: Creation of social media strategy for David Lloyd

David Lloyd Clubs  – #WePlayOut

Working alongside a content strategist, to understand the health and fitness marketplace and David Lloyd’s unique positioning as a family focused health club. Identifying the ability for parents and their kids to spend time together under one roof as important an attraction as the high quality equipment and gym classes.

I devised an editorial strategy determined to show how time spent at a David Lloyd club helps balance family time with personal time. Delivering relevant content for the different club member types on the correct platforms at the relevent time.

I developled an initial three-month calendar of content targeting the target demographic of frazzled families, climaxing with a month-long social media campaign intended to drive David Lloyd’s engagement and advocacy amongst existing members. Led by a hero video and scientific insight we commissioned by Oxford University, the campaign challenged how perceptions of exercise change from childhood to adulthood, specifically asking “Who says we have to stop playing?”

My team created a social tone of voice document and a community management strategy that was rolled out across the entire estate of over 80 regional clubs.

A raft of daily content brought to life the depth and breadth of the club’s offering to families, including how it seamlessly adds value and enriches their day-to- day lives.

Personal successes of club members were celebrated (with particular focus on children) and regional activities in local clubs were amplified via national platforms.

The hero campaign video featured real David Lloyd members and their kids in a light-hearted contrast between the #weworkout attitude of the “sweat set” and the #weplayout attitude of children. Listicle blogs and a white paper hosted on a campaign hub page further illuminated the positioning throughout March 2016.

Content produced (over four week campaign period) included:

3 x videos (1 x hero + 2 short videos)
1 x PDF of Oxford University research
20 x native social campaign posts
1 x Mother’s Day competition (on Twitter)
7 x blog posts
Graphic refresh of all social platforms.

The results

The #weplayout hashtag was used a total of 815 times. The combined reach of the top 10 social influencers who mentioned the campaign was 337,634.

Facebook

#WePlayOut delivered a total reach of over 2M throughout its four week live period on Facebook alone.

Organic reach on Facebook was more than 5 x higher during the campaign period than during the previous four weeks, demonstrating the relevance of the content to the David Lloyd Clubs audience.

The #WePlayOut articles on davidlloyd.co.uk received 4,604 page views during the campaign period.

55% of this traffic to the .co.uk pages came via social.

#WePlayOut content gained 7,478 total likes across Facebook, Twitter and YouTube.

Channel growth

12,433 new Facebook followers

2,104 new Twitter followers

Hero campaign video: https://youtu.be/djXOap0bjxw

Social content examples:

Video case study: https://youtu.be/892a206H_bk

In short

Creative direction, Brand positioning, Social media, Team management, Marketing campaign management, Video.