Every year, ClassPass turns to its users to vote for fitness studios, gyms, instructors, salons, and spas that are changing the game—and their lifestyles—for the better.
To celebrate these businesses globally, ClassPass launched the 2023 Best of ClassPass Awards. Complete with a custom microsite, hundreds of social media posts, and documentary-style interviews with featured winners, ClassPass aimed to not only drive reservations, but also awareness, for our widely-celebrated partners. This year, we added a new award category, One to Watch, to draw more attention to our lesser-known partners and spread word about the innovative ways they are advancing the fitness and wellness industry.
Additionally, this campaign positioned ClassPass as the one app to book the best classes and appointments the fitness, health, and wellness industry has to offer. After a successful launch last year, we aimed to beat all of our metrics from the year before, including SEO & SEM rankings, microsite visitors, reservation volume, and social engagement.
Specific goals:
To properly give our most-loved partners the attention they deserve, we planned a detailed creative approach with multiple touchpoints to share their stories. In addition to creating a microsite designed to host videos of featured winners and content from 100+ winners worldwide, we repurposed the content to stretch across multiple channels and garner as much coverage as possible:
Overall, the 2023 Best of ClassPass campaign was a success on all fronts. Most notably, we beat the top-traffic day from last year in just 24 hours by over 762%—a jump from ~6,000 visitors to over 52,000. Additionally, engagement with organic social nomination posts increased by 61% before the launch—beating our goal of 10% by a landslide.
After launching the campaign in April, we saw an average increase of 28.73% in reservations at winning venues across all of our markets.
And finally, while we initially set out to add 300 additional assets to our asset library, we exceeded expectations by adding a whopping 2,343 assets.
Numbers aside, we received incredibly positive engagement with both our partners and direct users. Most of our partners added a “Best of ClassPass Winner” badge to their websites and re-posted our social content for their followers.
