The Challenge
Everybody Health & Leisure approached us with a clear objective: to increase awareness and drive participation in their Learn to Swim programme ahead of the summer season, when more people are spending time at the beach and in swimming pools and the importance of water safety becomes increasingly clear.
Our Approach
Building on this objective, our approach centred on tapping into something close to home: their community. By using authentic imagery and video captured across Everybody Health & Leisure’s centres, alongside clear messaging about the benefits of the Learn to Swim programme and testimonials from real members, we developed a campaign that felt both relatable and trustworthy.
This approach increased engagement by highlighting genuine experiences and positioning swimming lessons as an accessible, year-round life skill for all ages.
Swimming in Action
To bring the campaign to life, we visited one of Everybody Health & Leisure’s centres with a clear brief: capture the energy, progress and personality of their Learn to Swim lessons in action.
By filming multiple sessions throughout the day, we gathered a breadth of content that extended well beyond a single seasonal push. As lessons run year-round, capturing a variety of age groups, abilities and teaching styles enabled Everybody to promote water safety with credibility and consistency, within their summer campaign and beyond.
We interviewed two parents and their children, creating authentic, relatable content that builds trust with the audience, whether they are considering starting lessons themselves or have a child ready to begin their swimming journey.
Lessons Preview
We captured a range of authentic moments that reflect the experience of attending swimming lessons, whether as a child or as an adult.
Alongside the lesson footage, we carefully documented the full visitor journey: arriving at the centre, accessing the changing rooms, taking part in the lesson and leaving afterwards. Showcasing this end-to-end experience provides reassurance for prospective members, helping to ease any uncertainty about visiting a new centre and clearly demonstrating what they can expect from the moment they walk through the doors.
The Results
Authentic, on-site video content drove the strongest results across Everybody Health & Leisure’s Facebook and Instagram channels, reinforcing the impact of motion-led storytelling. This approach not only elevated engagement but translated into tangible performance outcomes.
Across paid activity, the campaign generated 222,000+ impressions and over 6,400 clicks across Meta and Google. Meta ads delivered strong engagement with an efficient cost per conversion, while Google Search proved highly effective at capturing intent and converting users actively searching for swimming lessons.
Organically, social activity extended reach and reinforced campaign messaging, achieving 20,986 total reach. Facebook engagement more than doubled industry averages, while Instagram video content consistently outperformed Reels benchmarks.
Key visual assets played a critical role in this success. Child-focused imagery paired with clear pricing messaging proved highly effective at driving conversions, while video content captured attention and increased engagement rates across both platforms. The top-performing content combined bold, branded creative with naturally composed, lifestyle-led video, striking the right balance between clarity and authenticity.
Overall, the results demonstrate the power of combining strong, consistent messaging with relatable, audience-first storytelling. By blending bold campaign visuals with authentic content, the campaign successfully drove both engagement and meaningful conversions.
