Moving the Needle on a Business Priority
Following pandemic-driven shifts in member behavior, virtual fitness had gained real momentum. SilverSneakers needed to convert that interest into higher utilization of its premium virtual fitness services — not just more sign-ups, but members who stayed engaged.
Targeted Activation of High-Value Audiences
BeVerb examined evolving member behavior and industry trends to identify a new high-potential audience segment for virtual engagement. The approach orchestrated targeted activation across platforms — bridging the gap between data, marketing goals, and media execution — to drive qualified traffic to virtual classes.
The Impact
The campaign boosted virtual participation and improved paid media ROI, validating the effectiveness of aligning media strategy with market insight — and surfacing an audience worth 40% more in life-time value.