True digital transformation starts with connecting with the Millenial audience. For our client the issue was an aging membership base, with a 45+ consumer base engaged at a very different level than those younger. The digital presence was lagging competitors and consumer expectations.
FRWD translated a portion of Bain’s strategic vision into a clear, coordinated effort to connect more successfully with Millenials and overhaul the brand’s digital efforts more broadly. From the membership value proposition, to individual digital tactics and media, FRWD designed and executed a succession of test & learn tactics. These tests are informing the greater opportunity to leverage 1st party data and acquire new members more effectively.