How video content is powering 12WBT's member and social media marketing strategy

Michelle Bridges-owned fitness business is now looking to grow video content assets for marketing opportunities

12WBT mindset page example
12WBT mindset page example

An integrated and scalable video management platform is giving the 12 Week Body Transformation team the confidence to rapidly expand its offering for members while opening new social and marketing opportunities.

12 Week Body Transformation (12WBT) is a 12-week exercise, nutrition and mindset program offering created in 2010 by celebrity personal trainer, Michelle Bridges. The foundation of its programs is a subscription-based member website, where content related to health, fitness and wellbeing is accessed through a paywall.

The company has hundreds of videos including short exercise demonstrations, 45-minute workouts, and one-to-one mindset pep talks with Bridges, and is continually adding new material. The group currently offers 13 different distinct programs.

Videos are designed to address different stages and milestones in each health and fitness program, and are constantly being refreshed as new scientific and medical information becomes available.

“Video content is central to the experience and we’re shooting new videos constantly,” 12WBT video content lead, Joady Weatherup, said. Customers in any program are scheduled two pre-recorded videos per week. These assets are reused across several programs but are often distinct to a member journey.

“For example, a pregnancy program member wouldn’t see the same content as those members on a marathon program,” she said. “The other factor is we have many returning members... and at the very least, they need to see new or different material than during their first experience. So we have a range of video material oriented to them.”

Back in mid-2011, it became apparent the company needed a more comprehensive video management tool and two years ago, 12WBT invested in Brightcove’s Video Cloud Smart Player solution. The company previously used public platforms including YouTube and free services, but recognised it required better security, to control its own IP, and to have a more flexible and robust system.

“The other option was to host videos and try and serve them ourselves but why reinvent the wheel?” Weatherup asked.

In the past two years, the business has gone from one program to 13, segmented its audience, and doubled the number of rounds of programs to eight per year. As a result, 12WBT conducted an RFP 12 months ago to review video management options available to suit its growing needs. The decision was to stick with Brightcove.

“At times where we’ve needed functionality and they don’t have it yet, the team has been really responsive, come back and run betas with us,” Weatherup said.

One of the key features for 12WBT is Brightcove’s API. Video assets are integrated directly with 12WBT’s content management system (CMS), reducing workflow management while giving the team control over the publishing process.

Weatherup said the capabilities available through Brightcove’s platform have led 12WBT to become more ambitious with its video portfolio, as well as provided the ability to manage public-facing campaigns and member content offerings in a different way.

“We are able to deliver the right content to members at the right time,” she said. “It’s not just websites or to their laptop, but also to their mobile or iPad. We have clear visibility across where people are watching our content.

“They [Brightcove] can and do influence how we implement a new initiative and functionality.”

12WBT is now turning its sights to better utilising video in marketing and social media efforts. Weatherup said it is testing a range of activities to see what works and why.

“There is increasing demand from our marketing and social teams to provide more video in those channels. The challenge is to marry this with our end game and aim, which is to connect to more potential members,” she said. “As a membership subscription site, we know we have a great array of content but how do we show that to people without letting them in? That’s where our focus is.”

Integrating video content into its social community is another priority, and 12WBT can publish directly from Brightcove to social media channels. The company has 800,000 Facebook fans.

“We have a strong community of members returning, and they feel part of the family. This defines our social media presence,” Weatherup said.

One example where video is proving much more compelling is through ‘before and after’ stories of members.

“With static photos, social communities online often question if they are authentic. But if we turn these into testimonial videos exploring that member’s journey, that conversation becomes one of inspiration and congratulations,” Weatherup explained. “They get significantly more social shares. So video works for us and we’re having a good hard look at that, what it means and what we can learn from that.”

The company also launched a new public website last month that is more video centric.

Read more: Optus claims world-first with Facebook trending campaign launching pre-paid offer

“It’s a great example of how the role of video has evolved for us and our members,” Weatherup said. “People view screens now, they don’t read them as much. Showing people what’s there with video is a lot more effective.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in