OOH ClassPass Case Study

Objective

ClassPass wanted to extend their core user base to reach a broader group of active people A25-44 & HHI $75k+. The target was urban, tech-savvy and health conscious people. Women who were workout enthusiasts and beauty aficionados and Men who were mainly interested in expanding their existing gym routine. ClassPass wanted to test OOH to raise awareness, and drive trial and conversions (of new customers). They had a lofty download / conversion goal to meet with the end of prime season fast approaching, and didn’t have much time to wait before going live.

Activation

Using PJX’s market tier approach, 2 cities with relatively low BDI and CPMs were selected to feature OOH (Atlanta and Boston). PJX custom crafted a ClassPass audience segment using mobile data to help select formats / environments. PJX set launch and sustaining delivery goals and identified placements that over-indexed against the broader target. A mix of static and digital OOH was utilized with consistent formats deployed cross-market where possible. A second market wave in Austin and Denver immediately followed the launch.

Results

Awareness levels rose, but Classpass was still shy of their aggressive subscription goals. Mid-campaign, PJX worked with ClassPass’ in-house creative team to adjust messaging and optimize downloads. PJX was able to negotiate additional space to incorporate the new messaging, accounting for 30% in additional media value. Mid-campaign adjustments to the Creative helped get Classpass closer to their subscription goals.