1Fit, one of Kazakhstan’s leading fitness brands, partnered with Admixer Advertising to enhance the visibility of its new advertising campaign and measure its incremental impact using the Brand Lift Study. Over a four-week campaign, 1Fit increased brand awareness by 4.6 percentage points and brand favorability by 4.2 percentage points.
1Fit: A New Approach to Fitness
1Fit is not just a fitness app but an entire ecosystem for those who want to integrate sports into their daily lives. This modern solution combines various sports disciplines and provides users with a single fitness membership that grants access to more than 180 sports complexes across Tashkent. With such a wide selection, users can find the ideal types of activities for themselves, from relaxing yoga sessions to high-intensity CrossFit workouts. For those who prefer more unique sports, the app offers horseback riding, archery, tennis, and rock climbing. This extensive range of activities makes leisure not only diverse but also accessible. The convenience of using an app where all activities are gathered in one place, along with its flexibility and personalized approach to sports selection, has made 1Fit a popular choice among Tashkent residents, attracting both beginners and experienced athletes.
A key advantage of 1Fit is its accessibility and ease of use: thanks to the mobile app, users can plan their workouts, track their progress, and easily find sports centers nearby. This significantly simplifies the workout process, making it a part of daily routines, which contributes not only to physical health but also to overall quality of life. With this approach, 1Fit has strengthened its reputation as a universal platform for fitness and active recreation, allowing it to gain customer loyalty.
Ahead of the New Year holidays, 1Fit set an ambitious goal—to deliver its key message to the widest possible audience and expand its user base. To achieve this, the company decided to focus on large-scale awareness advertising campaigns on Meta platforms. This was a significant step, as the company had previously allocated 99% of its advertising budget to performance campaigns, which, although delivering high short-term results, did not contribute significantly to increasing brand awareness. One of the main challenges 1Fit faced was evaluating the effectiveness of awareness campaigns, as such campaigns do not always provide clear and measurable results like performance advertising.
To address this, 1Fit partnered with Admixer Advertising to launch a full-scale study using the Brand Lift Study tool. This approach made it possible to assess the impact of advertising on brand perception and adjust the communication strategy accordingly. The Brand Lift Study helped measure incremental results and identify the most effective channels for audience engagement.
Solution: Launching a Reservation Campaign
The Admixer Advertising team conducted a detailed analysis of the planned key performance indicators (KPIs) and, based on this analysis, proposed a strategy for launching a Reservation campaign. This campaign was specifically designed to ensure guaranteed reach of the target audience with reserved cost per thousand impressions (CPM). The main advantage of this approach was that it not only allowed for achieving the planned reach metrics but also enabled control over advertising costs, ensuring maximum budget efficiency. The campaign lasted four weeks, starting in November 2023, and included carefully crafted video creatives with a unique message: “1Fit can bring sports into your life.”
To enhance brand awareness and improve ad recall, Admixer Advertising recommended placing the 1Fit logo within the first three seconds of the video. This decision was based on research indicating that early logo visualization increases the likelihood of the audience remembering the brand. Additionally, a strong emphasis was placed on adapting creatives for mobile devices, allowing for maximum audience reach, given that a significant portion of users consume content primarily through mobile platforms.
The advertising materials were placed on key Meta platforms such as Facebook Feed, Facebook Stories, Instagram Feed, and Instagram Reels. These platforms were strategically chosen as they are among the most effective for reaching a broad audience and fostering active engagement with content. The campaign included various video ad formats, enabling creative adaptation to different user behaviors across these platforms.
To evaluate the campaign’s effectiveness, the Brand Lift Study tool was utilized, providing deeper insights into how the advertising impacted the target audience. This tool measured key indicators such as ad recall and brand perception. The study methodology involved dividing the audience into two groups: a test group, which was exposed to the ads, and a control group, which was not. Users from both groups participated in surveys after viewing the ads, allowing 1Fit to collect valuable data on how different demographic segments perceived the advertising creatives.
Results: Measuring the Campaign’s Impact
The results of the Brand Lift Study were highly successful and exceeded expectations, providing 1Fit with the opportunity to measure the incremental effects of its advertising campaign thoroughly. The study demonstrated a significant increase in key metrics: brand awareness increased by 4.6 percentage points, and brand favorability grew by 4.2 percentage points. This progress served as a clear indicator that the advertising campaign effectively influenced the target audience, contributing not only to increased awareness but also to an overall improvement in brand perception.
The Brand Lift Study also provided valuable insights into how different demographic groups perceived the advertising creatives. The analysis revealed that the increase in brand preference was particularly noticeable among certain gender groups, allowing 1Fit to gain a deeper understanding of how different audience segments interact with the brand. These insights formed the basis for new key performance indicators, which now play a crucial role in the further development of the company’s marketing strategy.
Asel Goikolova, Targeting & PPC Manager at 1Fit, emphasized that using Meta’s Brand Lift Study was an important step in measuring ad recall and brand perception among users. She noted that it has now become significantly easier for the company to develop creatives for awareness campaigns, strengthening communication with the target audience and making advertising more effective. In particular, creative solutions have become more precise and targeted, which in turn has led to improved brand perception.The campaign, conducted in collaboration with Admixer Advertising, demonstrated a successful and proactive approach to increasing brand awareness and enhancing brand perception. Using the Brand Lift Study enabled the company to measure the incremental effects of its advertising activities. It provided valuable data that became the foundation for a more in-depth and detailed promotion strategy. Thanks to these insights, 1Fit was able to optimize its future marketing efforts, improving its ability to engage effectively with the target audience and strengthening its competitiveness in the market. Looking to run a high-impact brand awareness campaign?
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