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CLIENT CTV
CASE STUDY
DYNAMIC NATIVE CTV CAMPAIGN DRIVES NEW MEMBER LEADS FOR GLOBAL FITNESS STUDIOS
THE CLIENT
Orangetheory Fitness is a globally recognized fitness brand whose heart rate-based group workouts combine science, technology and expert coaching to help members live a longer, more vibrant life.
THE BRIEF
To drive interest, consideration and new member leads for the fitness studio, proving that CTV is capable of driving site visits and new member leads.
New member leads includes using the Orangetheory Fitness site to find the nearest fitness studio, 'Try A Class' and 'Join Now'.
SOLUTION DEPLOYED
Blending highly agile content animation with proprietary ad serving technology, Origin produced 15 second native content assets that would run directly ahead of OTF's scheduled ad creatives, rotating to a new asset each time it was seen in the home.
THE SLINGSHOT 'EFFECT'
CREATIVE STRATEGY
With the ultimate goal of this CTV campaign being to drive new member leads, Origin's team of writers and designers built a custom Slingshot experience that enabled Orangetheory Fitness to expand their brand messaging capabilities beyond the creative, reinforcing why they are 'the trusted global leader of science-backed, heart rate-based interval training'.
The messaging contained with the dynamic template Origin created changed every time the ad was served, which in turn helped elevate attention, awareness and interest in the brand.
SAMPLE OF SLINGSHOT ASSETS CREATED
DISTRIBUTION
The campaign was distributed nationwide across Origin's curated portfolio of CTV media partners that we work with on a solely direct basis.
TARGETING
For this national campaign, the primary audience was fitness enthusiasts aged between 25-54, with a HHI of >$75,000.
FLIGHT DURATION
30 days
TOTAL IMPRESSIONS SERVED
7.62m
TOTAL HOUSEHOLD REACH
453,500
FREQUENCY PER HOUSEHOLD
8x
MULTIPLE MEASUREMENT STRATEGIES
>35%
ATTENTION
Data gathered by TVision Insights showed up to a 34.6% lift in the physical attention that female viewers aged 25-34 paid to the brand ad when it was elevated by Slingshot.
Measured by TVision
+16.8%
AWARENESS
When asked 'Which of these fitness solutions have you heard of', our client saw a 16.8% lift in awareness from viewers who saw the Orangetheory Fitness ad amplified by Slingshot.
Measured by LoopMe
36k
SITE TRAFFIC
Overall, 36,078 website visits* and 75,886 page visits* were attributed to Origin's Native CTV campaign for Orangetheory Fitness.
*Total vs Unique
Measured by Claritas
29k
SITE ACTIVITY
In total, Orangetheory Fitness saw 28,984 unique website engagements*, including almost 1,000 'Join Now' sign up events.
*Unique website engagements include the following: using the OTF site to search for the nearest fitness studio and clicking 'Try A Class'.
Measured by Claritas
About Origin
Origin is an award-winning creative technology company whose zero code CTV ad formats give marketers unparalleled creative liberty in the living room and outside the home.
Fusing pioneering production techniques with proprietary tech and direct distribution, Origin's solutions are embraced by media agencies, brands, creative teams and programmatic platforms who understand the value of being able to deliver relevant, engaging and ‘in the moment’ ad experiences to their audience