In their collaboration, David Lloyd Clubs and Audible worked together, with Awin, to offer members the option of becoming an Audible subscriber for a limited period of time with an exclusive offer and association with David Lloyd’s Book Club.
This partnership allowed members to enjoy audiobooks, podcasts, and other audio content from Audible while listening on the go. As a premium health, fitness and wellness brand, David Lloyd Clubs continue to provide members with a holistic and well-rounded approach to leading a healthy lifestyle. As well as facilitating the partnership, Awin also provided robust campaign tracking to measure the success of the partnership.
For David Lloyd Clubs, this collaboration meant they were to provide an added layer of value to their members’ overall experience. Audible benefited from this partnership by gaining exposure to a large, health-conscious, customer audience. Audible was able to reach potential new subscribers who might be interested in mental enrichment through audiobooks and podcasts whilst listening on the go.
The success of this campaign relied on showcasing how Audible could compliment the David Lloyd Clubs member experience. By partnering with Audible, David Lloyd Clubs encouraged its members to listen to their favourite books on the go.
Objectives
The primary objective of the campaign was to provide a market leading benefit for David Lloyd Club members. By partnering with Audible, members were able to access an extensive library of audiobooks, podcasts, and original content at their own leisure. To ensure the campaign delivered mutual benefit, Awin worked with David Lloyd Clubs and Audible to define two goals, with the success of the campaign being measured by the delivery of over 240,000 impressions.
- Increase the number of Audible subscribers by promoting an exclusive discount to David Lloyd Club members.
- Boost brand awareness by highlighting Audible as an additional value add for our David Lloyd Club members.
The strategy was two-pronged; provide an exclusive Audible offer that would entice members while also weaving Audible into the member community with content sponsorship. By aligning with member experiences, the partnership aimed to craft promotion that members would find value in.
The Approach:
David Lloyd Clubs promotion of Audible was centred around members being able to ‘listen to their favourite books on the go’. To bring this narrative to life, David Lloyd Clubs created a suite of multiplatform campaign assets to promote Audible’s campaign to its members.
Audible provided David Lloyd Club members with 50% off an Audible membership for the first 4 months. The offer was added to the David Lloyd Clubs App as an exclusive member benefit and ran for 12 weeks.
To promote the Audible offer at each UK Club, David Lloyd Clubs used co-branded assets on the in-club D6 screens. The in-club promotion ran for the same 3-month duration and directed members back to Member Benefits in the David Lloyd Club App to redeem the offer. Audible’s exclusive member benefit was also promoted via the David Lloyd Club newsletter and across the David Lloyd Clubs UK social estate.
In addition to providing an exclusive 50% off offer, Audible also sponsored David Lloyd Clubs’ Book Club, integrating the Audible brand into existing content that members were already engaging with. To keep members engaged, and Audible front of mind for the duration of the campaign, David Lloyd Clubs pulled content from Audible’s blog to form a content series called ‘Audible Top Picks’, sharing listening recommendations for their members. Each David Lloyd Club who ran a book club promoted the session via their own local social media account, while the sponsorship was also promoted on the main David Lloyd Clubs Facebook account.
Results
The campaign yielded over 1.2 million impressions, far exceeding the original target by +493%.
- 18,000 impressions were generated from the exclusive Audible offer in the Member Benefits app, with 11,500+ members clicking to learn more.
- 9 million impressions came from in-club promotions on digital screens.
- 178,000 people were reached through sponsored Book Club social media campaigns.
- 350,000 members were targeted through newsletter inclusion.
The partnership between David Lloyd Clubs and Audible delivered an enriched experience for shared members, leading to strong awareness and offer redemption.
