The Gym Group Movember Campaign
In November, The Gym Group decided to go the distance for men’s health. Far too many men in the UK die young from cancer and suicide – So they decided to take the challenge to Move for Movember, and subsequently launched a nationwide campaign to get their gym members involved to raise money for the Movember Foundation.
GETTING THE WORD OUT THERE
A series of emails was devised to go out weekly, informing members of the challenge, encouraging and inspiring them to take part in a variety of ways, with follow up emails keeping them informed of the progress towards the overall goal.
Once the campaign had begun, it was important to keep the motivation high by informing members each week of the progress being made. The email was created to dynamically pull in personalised data – The name of each members local gym, and the total raised by that specific gym.
MOBILE FIRST APPROACH
Stats show that first opens for the Gym Group’s emails are consistently and predominantly on mobile devices, so it makes complete sense to approach the design with mobile optimisation in mind, and then subsequently adapt the creative for a desktop display as a secondary goal.
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