Objective

SoMin worked with a leading Mega Gym in Southeast Asia / North Asia with 25 large fitness centers. The Client’s goal is to engage with Singapore’s Fitness-related Social Media audience via Influencer Marketing. Social Media Influencers were invited to participate in the “Brand Ambassador” program that offers a complimentary fitness club membership in exchange of two posts per week in Client’s clubs. The program is aiming at driving higher conversion rates from previously-unexplored social media audiences by establishing the top-of-mind brand association as a Gym offering high-quality facilities and island-best fitness and yoga classes for a competitive price.

Solution

SoMin.ai used AI technology to discover top priority social media influencers on Twitter and Instagram based on the following three key conditions:

1. Influencers’ historical content had to match the Client’s existing content strategy;
2. Influencers’ audience must be active nearby to Client’s fitness club locations @ Singapore;
3. Influencer audiences’ psychographics must be the same as the Client’s highest lifetime value customer.

Result

During the evaluation week of 28^th Jan – 3^rd Feb 2019, 9 Social Media Influencers has published 11 posts in Client’s gyms that have achieved over 230k reach, 7,5k likes, 219 comments, and 3k video views with zero marketing dollars spent on advertisement, which approximately will result in over 168k likes and 5k comments by the end of the 6-month campaign.