Boost Engagement & Generate Leads

When customers spend money with Halo, it’s reinvested back into Halo’s services – the community helping the social enterprise sustain leisure activities throughout the country.

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The goal

Every year, Bigwave Marketing supports Halo Leisure on a lead generation and PR campaign, 12 Days of Christmas, which runs over the festive period.

The agency manages the entire campaign on Halo’s behalf, and this year resurrected a 12-day competition to help Halo’s members stay engaged with the brand in the run-up to Christmas, attract and engage non-members, and generate leads through paid media solutions.

The strategy

For the 2021 Christmas campaign, Bigwave strategised an online scratch card competition to boost Halo’s engagement and attract both members and non-members.

Over 12 days, people had the chance to win a six-month Halo Leisure membership for one person, plus a friend. Every day during the campaign, there was a chance to win other prizes and offers, such as discounted products and services.

Here's what Halo had to say about our service

We have worked with Bigwave on our ‘12 Days of Christmas’ lead generation and PR campaign for many years now. Every year Bigwave comes up with new ideas to keep it fresh and to engage with even more people. It is now a social media lead competition where members and the public at large have a chance to win a daily prize of 6 months free membership for them and a friend. Even if they don’t win, they don’t lose as each day a consolation prize is on offer such as discounted retail products and services – this is a very useful way to cross sell and grow secondary spend. 

Bigwave project manage the entire campaign from concept, content, copywriting, data collection, data sharing, social assets, customer communications.”

Cathy Fletcher, Marketing Manager
Halo Leisure

The results

Bigwave Marketing successfully supported Halo Leisure in boosting awareness and generating leads during a difficult season. The campaign also lifted the spirits of Halo Leisure staff, members, and non-members, providing winners with discounts, and offers, encouraging them to get back to a healthy lifestyle.

More than 6,000 people entered (over 1,200 being non-members), and a total of 100 people signed up as new members.  The campaign generated over 100,000 impressions and reached almost 30,000 people, and the CTR (click-through rate) was 93% higher than average for the fitness and leisure industry.

Here's what Halo had to say about our service

Last year we had 6002 entries made by 3156 individuals. This was a great way to keep our members connected to our brand in the busy run up to Christmas but more importantly it engaged with non members – in fact 1284 people that were not on our books took part. 74% of these opted into Halo communications which allowed us to follow up these prospects, offering a membership special offer which resulted in 100 new members. This is a healthy 11% conversion at a time of year when membership sales are traditionally very low and when consumers are still displaying a degree of nervousness related to Covid.

Bigwave’s planning, creative, implementation and monitoring input was invaluable and certainly helped make this campaign the success it was.

Cathy Fletcher - Marketing Manager
Halo Leisure

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