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To support its growth and assert its positioning, Harmony, a fitness chain in French-speaking Switzerland, called on a local agency, in collaboration with Studio Camille, to rethink its editorial strategy in depth. For over a year, we supported the creation of high value-added content. The main objectives of this mission were to improve natural referencing (SEO) through optimized and regular content, to build a strong brand image aligned with the club's premium values, and to establish a lasting relationship with its community, by focusing on the regularity, quality and relevance of editorial content.
Prior to our intervention, Harmony's communications relied mainly on one-off publications, without a clear editorial line or sufficient regularity to establish a relationship of trust with the community.
The emailing strategy lacked structure: mailings were irregular, poorly segmented, and often perceived as intrusive. What's more, the database was rarely cleaned, resulting in particularly high hard and soft bounce rates.
In a highly competitive local environment, marked by an abundant offer in the sports and wellness sector, Harmony also expressed a strong need for customer loyalty. It became essential to rethink communications with a view to lasting commitment, with content that was at once informative, inspiring and converting, adapted to the specific expectations of its main target.
We've developed a unique monthly blog that alerts and informs on: exclusive events, new courses, nutrition, wellness and biohacking. Each article is written for the target readership of women aged 35 to 45, who are sensitive to health, sport and medicine. To maximize reach, each article is relayed by a newsletter and declined in carousel Instagram stories.At the same time, we rethought the entire commercial emailing format: tone, architecture, frequency, segmentation. The results have been impressive, with conversion rates averaging over 5%.
