Growing Subscriptions for LES MILLS On Demand


31 Days of Fitness saw a new workout released everyday throughout January. The campaign connected with current LES MILLS On Demand (LMOD) subscribers to build brand affinity and community, and generated new leads through Facebook advertising and refer-a-friend sign ups.

Key deliverables were:

  • Deliver the very best on-boarding experience for new customers.
  • Be the place to help new members navigate their fitness journey and discover what works best for them.

The Campaign

Rococo Republic worked with the LES MILLS team to make 31 Days of Fitness an interactive campaign that engaged the LMOD Facebook community, known as the Squad, and generate sign ups from social media and through referrals.

The multi-pronged campaign, covered Facebook advertising, email marketing and refer-a-friend, and we created an engaging and inspiring story that guided new and existing subscribers through the 31 Days of Fitness campaign. Central to this was a series of emails offering tips and tricks, weekly wrap ups and opportunities to connect with other members of the Squad on Facebook.

The campaign messaging showed that LMOD is perfect for everyone, regardless of fitness level, and encouraged people to start the year by getting fitter and stronger.  We inspired people to take control of their fitness.

A Complete Customer Journey

Lead generation from each marketing channel was integral to the campaign. We worked with the LES MILLS team to create content that connected the customer journey from expressions of interest, to a 30 day trial of LES MILLS On Demand, to converting trial users into paying customers at the end of 30 days.

We also optimised the LMOD sign up landing page using conversion rate optimisation, including a strong call to action, clear and engaging copy and telling a story throughout the page to generate maximum conversions.  

The Results

31 Days of Fitness connected with LES MILLS On Demand’s existing and target customers unlike any other campaign they’d run.

Across the Facebook component of the campaign LES MILLS On Demand saw massive growth compared to December 2017 including:

  • The largest ever month-on-month membership growth with an increase of 20%
  • Post engagement increased by 123%
  • Comments increased by 102%
  • Reactions increased by 97%
  • #31DaysofFitness used 578 times by the LMOD Squad

From the Client

“LES MILLS On Demand worked closely with Rococo Republic to deliver a campaign that on boarded new customers to LES MILLS workouts through On Demand. The campaign aimed to deliver the very best on boarding experience for new customers, and position LMOD as the most supportive fitness brand and place to help navigate your fitness journey.

Rococo Republic quickly understood LMOD’s brand positioning and objectives, creating engaging content that was motivating, inspiring and tailored to the needs of our target audience – new and existing customers.

The content engaged a global audience and helped to acquired new customers and sign ups through email marketing, Facebook advertising and a dedicated campaign landing page.

The campaign achieved the largest month-on-month member growth (20%) for the Official LES MILLS On Demand Facebook Group and 123% increase in posts from Dec to Jan.”

Gemma Jelicich, Marketing Manager, LES MILLS On Demand