Challenge:

“We are a traditional company with a strong reputation in the fitness industry, but we had no idea how to market our products through digital channels and grow our online presence.”

Background:

Concept2 is a globally recognized fitness brand, known for its high-quality rowing machines. In Poland, the brand had a strong offline reputation but lacked an effective digital marketing strategy to drive awareness, build a loyal community, and increase online sales.

Objectives:
• Establish a strong online presence for Concept2 Poland
• Drive brand awareness through digital marketing
• Build a community of engaged fitness enthusiasts
• Increase direct sales through online channels

Strategy & Implementation:

To transform Concept2 Poland into a digitally competitive fitness brand, we developed a multi-layered marketing strategy that included:

1. Optimizing Digital Foundations

✅ Strengthened SEO strategy to increase website traffic from search engines
✅ Refined e-commerce experience, making the store easier to navigate
✅ Activated social media platforms, leveraging existing content and user engagement

2. Social Media & Community Growth

📌 Instagram & Facebook Activation
• Regularly posted engaging content showcasing rowing benefits, training insights, and success stories
• Created a motivational & educational content mix, helping users get the most out of Concept2 products
• Encouraged User-Generated Content (UGC), allowing users to share their progress and workouts

📌 Influencer & Athlete Collaborations
• Partnered with Polish fitness influencers and rowing athletes to boost credibility and exposure
• Ran live Q&A sessions with professionals to educate and engage the audience

📌 Community Challenges
• Launched the #RowToWin challenge, where users shared their rowing stats on Instagram for prizes
• Built a Facebook Group for fitness enthusiasts, fostering discussions and engagement

3. Performance Marketing & Paid Ads

💡 Google Performance Max Strategy
• Implemented Google Ads (Search, Display, YouTube, and Shopping) to drive high-intent traffic
• Focused on targeting fitness enthusiasts searching for home workout solutions
• Optimized for a 4x-5x Return on Ad Spend (ROAS)

💡 Instagram & Facebook Ads
• Targeted fitness-conscious buyers with engaging video and carousel ads
• Used retargeting strategies to convert website visitors into buyers
• A/B tested ad formats to find the best-performing creatives

Results:

Brand Awareness: Increased social media engagement and follower growth by 30%
Community Growth: Over 500+ participants joined the #RowToWin challenge within the first campaign
Sales Growth: Digital sales grew by 15% in the first three months, driven by online ads and community engagement
Better ROI: Achieved a 4.2x return on ad spend (ROAS) in Google Ads campaigns

Key Takeaways:

✔️ Traditional companies can successfully transition to digital marketing with the right strategy
✔️ Building an engaged community is just as important as running paid ads
✔️ A mix of organic and paid digital marketing accelerates brand awareness and sales

Next Steps:

Following this success, Concept2 Poland is now focusing on:
✅ Scaling up Performance Max and social media ad budgets to drive even more conversions
✅ Expanding fitness influencer partnerships for greater reach
✅ Creating localized content that resonates with Polish fitness enthusiasts