Michelle Bridges: 12 Week Body Transformation

A mobile-first fitness campaign makes running playlists personal and motivational.

Brief

With an extensive community of female runners actively engaged on Spotify every day, personal trainer and fitness advocate Michelle Bridges looked to Spotify to help increase awareness for her 12 Week Body Transformation program.

Solution

Audio and banner ads directed Spotify listeners in the target audience to a custom 12WBT playlist generator, utilising the Spotify and RunKeeper API. Listeners entered their favourite song, pace and location to create a custom playlist based on song entered and a jogging route near their selected location. While the playlist was loading, an inspirational video message played with Michelle Bridges herself promoting the benefits of the program.

Impact

  • 43% of unique visitors to the playlist generator watched the video message and created their personalised playlist and running route
  • 35% said the campaign positively influenced their perception of the brand (46% above average).
  • 31% indicated the campaign increased their interest in the brand (72% above average).
  • 35% said they were likely to search for more information after seeing the ad.

Source: InterQuest