Client Background

The Total Gym image in the US was created based on the fitness equipment with the high quality of materials and the desire to make people reach their health objectives. Nevertheless, in New Zealand or Australia, the brand had been virtually unknown. The current paid campaigns have not been targeted to these areas, which means that they did not engage with them, and their conversions and ad spend were unproductive. In order to be successful, Total Gym had to have a localized marketing strategy that appealed to the culture, connect with the appropriate audience and provide measurable outcomes.

Challenge

Expanding internationally comes with high stakes. Total Gym’s team needed to:

• Overcome limited brand awareness in new markets
  
  

• Engage audiences with content tailored to local preferences
  
  

• Maximize ad spend efficiency while boosting conversions
  
  

• Build credibility and trust in competitive health and fitness landscapes

Without a refined strategy, there was a risk of wasted campaigns, stagnant growth, and lost opportunity to establish the brand in Australia and New Zealand.

Solution

360 Digital Experts designed a multi-channel, region-specific strategy to introduce Total Gym to build awareness and drive conversions:

Localized Content Creation
The messaging, campaigns, and Ad creatives were region-specific. Culturally relevant images, language, and tone that appealed to the local fitness enthusiasts, all the visuals, text, and content were to be made to feel local and attention-grabbing.

Targeted Audience Segmentation
Based on the market data and knowledge, we determined the audience segments with high potential. Advertisements were served to individuals who were most likely to be interested, starting with beginners in fitness, to the experienced players so that all marketing dollars are spent on the right individuals.

Dynamic Retargeting
The people who engaged with the brand but did not make a purchase were retargeted via Meta, Google Ads, and TikTok. Individualized messages were sent to them to remind them of the benefits of Total Gym, which resulted in increased conversions.

Continuous Campaign Optimization
The campaigns were tracked and creatives optimized according to live performance rates. The iterative improvements were made by using the data on click-through rates, engagement, and conversions to maximize ROI.

Results

Within the first six months of the campaign, Total Gym experienced significant growth:

• +70% increase in brand awareness, establishing Total Gym as a recognizable name in Australia and New Zealand

  
  

• +50% boost in sales, exceeding initial projections for the new markets

  
  

• Improved engagement with highly targeted ads leading to higher click-through rates

  
  

• Enhanced regional credibility, establishing Total Gym as a trusted brand in these markets
  
  
  

Testimonial

“Our entry into Australia and New Zealand was smooth because of our collaboration with 360 Digital Experts. Their localization, focused campaigns and innovative nature did not only make the sales but it also made Total gym a brand to be trusted in the areas. The execution and the strategy of their team inspired us to develop fast and to make the point.”

Marketing Director, Total Gym

This case study represents the scenario in which Total Gym collaborated with 360 Digital Experts in order to go global. The brand was able to achieve presence and awareness growth via region-specific strategies, targeted campaigns, and retargeting dynamically in Australia and New Zealand to realize a measurable sales growth.