As seen in the previously mentioned campaign, cross channel marketing is the ultimate approach when it comes to reaching a large audience! Pure Barre have also undertook this approach with their “100 Club” digital marketing campaign.
The purpose of the campaign was to get more people into the 100 Club, a club that members can join after taking 100 classes, these people would be rewarded with getting their name signed on the pictured barre. This would ultimately lead to more people signing up for Pure Barre’s classes.
The brilliantly used Taylor Swift lyrics helped keep Pure Barre relevant with their target audience and also helped show another fun side to the fitness brand.
Undoubtedly the clever pop culture reference and tongue in cheek humour caught on, and eventually thousands were reacting to the campaign via Facebook, Twitter and Instagram. This innovative digital business strategy proved campaigns that think outside the box can be more effective than high cost campaigns.
