Cover Me
A fitness technology startup that’s helping gyms and studios find instructor cover for classes to help improve the service to their members and reduce administration in finding cover.
Brief
To connect with the London fitness instructor community via social media, first educating them on CoverMe’s ability to find opportunities near them and then encouraging them to download and register on the app
Services
+ Social Media Management
+ Influencer Outreach
+ Photography
Approach
We created a social strategy that focused on instructor sign-ups which were obviously critical to the business model. Our strategy gave us strong direction on what hashtags, topics and accounts instructors were likely to be engaged with, in turn informing what content would capture their eye time and what places to target it.
We organised photography, influencer relationships, basic design and provided all the content copy. Once up and posting we then are relentlessly studying platform analytics in order to best understand what content is driving the key result - app downloads/registrations.
Results
At Oatlee Digital we understand how important it is for startups to get CAC (Customer Acquisition Cost) down to a level that makes their business model sustainable. We helped CoverMe prove to their investors that acquiring instructors could be done efficiently through social media:
90
Instructor sign-ups in month one (organic, no ad spend)
265k
Target market reached
45
London instructors gained per month with £500 ad spend
5
Influencer paid partnerships managed
