A Brand Re-Launch with swim!

Background

swim! is a part of the FTSE 100 JD Group, and is renowned for providing best-in-class family-first swimming experiences.

swim! is led by Olympians Becky Adlington OBE, Steve Parry MBE, and Adrian Turner. This partnership between Olympians and JD Gyms aims to teach children to swim by establishing state-of-the-art, family-friendly centres across the UK.

The impact:

  • 130% over sales target

  • 3 million engaged social media users

  • 1363% increase in Instagram followers

swim!

Becky Adlington OBE, owner and Brand Director of swim! (a part of FTSE 100 company JD Group)

Underdog support has led to significant member growth and retention.

The Underdog Agency helped us achieve short term commercial goals balanced with long-term brand.

They developed a well-rounded marketing strategy that aligns with our brand vision.

They supported with strategic marketing that led to an increase in engagement and enquiries.

Outcomes:

Communication and Conversion Implementation Plan:

  • We devised and implemented a prospect communication and conversion plan that effectively targeted potential customers. This strategic approach resulted in exceeding sales targets by 130%+ in the first three months of our partnership.

Introduced a Member Communications Strategy:

  • To enhance member engagement and retention, we introduced a comprehensive member communications strategy. This strategy led to significantly increased engagement and improved member retention rates within the first quarter, providing evidence of the positive impact of our targeted member communications.

Drove Increased Traffic from Social Channels:

  • Through our marketing initiatives, we drove an average 93% increase in traffic from all social channels compared to the previous period. This increase in traffic demonstrates the effectiveness of our campaigns in capturing the attention and interest of the target audience.

Increased Social Engagement:

  • Our efforts resulted in a 96% increase in social engagement, reaching a monthly impression count of 3 million. This heightened social engagement led to a 267% increase in received enquiry messages, indicating strong interest and interaction from potential customers.

Instagram Follower Growth:

  • Within the initial two-month period, we achieved a remarkable Instagram follower growth of 1363%. This growth demonstrates our ability to expand the online presence of swim! and effectively engage with the target audience on this popular social media platform.

In Summary:

Our long-term marketing partnership with swim! has contributed to their success in providing exceptional family-first swimming experiences.

By implementing a comprehensive prospect communication and conversion plan, launching a targeted member communications strategy, increasing traffic from social channels, boosting social media engagement, and delivering substantial Instagram follower growth, we have driven outstanding results.

The partnership has helped swim! exceed sales targets, improve member retention rates, and increase its share of online presence.