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Physique 57

The Challenge

Physique 57 was already a well-established brand in New York and Los Angeles when Grey Alchemy was approached to assist with the launching of Physique 57 in Bangkok. With their business plan intact, our team was brought onboard well ahead of the actual launch. The objectives were to:

  1. Launch Physique 57 in Thailand.
  2. Maintain a sense of community with the studio’s members and teachers.

LAUNCHING PHYSIQUE 57’S SOCIAL MEDIA CAMPAIGNS

Our marketing team first set out laying down a comprehensive online media strategy for the brand. Social media accounts and online database marketing systems were set up. A solid email campaign was also set up. The first task was to run an aggressive and focused awareness campaign to educate target audiences about Physique 57 and their value offerings. Since the brand itself is premium, we targeted high net worth individuals who were interested in fitness, dance, Pilates and were looking for a little more from their fitness routines. The campaign proved successful and the brand’s fan base grew exponentially within a short period of time.

Digital Agency Bangkok Thailand - Social Media Marketing

ENCOURAGING ACTUAL SIGNUPS

To encourage people to actually sign up for a free trial class and discounted classes, our team adopted the database marketing approach. In running both their social media and database marketing campaigns, we created a hype around the arrival of Physique 57 in Thailand by leveraging on their reputation in New York City and Los Angeles and their reach to celebrities and actresses who were loyal customers.

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HIGHLY PRECISE TARGETING

Pre-launch, we also encouraged people to sign up for an early bird invitation with very limited spaces. This allowed our team to build a database of highly relevant target prospects for our subsequent marketing efforts including remarketing and database marketing. The brand was also able to recruit local Thai celebrities who have since joined the studio, and their involvement with Physique 57 has helped us in raising awareness and creating a buzz on social media, specifically on Instagram.

WHAT WE ACHIEVED

New Facebook Fans

23,000+

FACEBOOK FANS WITHIN 3 MONTHS

Email Marketing

1,000+

HIGHLY TARGETED PROSPECT
EMAILS COLLECTED

Digital Agency Bangkok Thailand - Instagram Marketing

1,100+

INSTAGRAM FANS WITHIN 3 MONTHS

Social Media Stories Created

81,000+

STORIES CREATED

Social Media Impressions

1,800,000+

IMPRESSIONS

Digital Agency Bangkok Thailand - Email Marketing

57%

OPENING RATE

38%

CTR ON EMAIL CAMPAIGNS

With help from Grey Alchemy, we are able to reach our targeted customers and consistently build an engaged online community. Our classes are now booked up fast, especially for our late afternoon classes. We have seen significant increases in the number of clients every month. While word of mouth provides the most positive impact for our business, social media effort definitely provides significant impact for brand awareness.

 

LYNN KHEMIKA

– PHYSIQUE 57’s PARTNER

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