A premium gym chain, Wellness wanted to add programmatic to its paid search and paid social mix to build awareness for its clubs and drive memberships among a varied, affluent audience.
Through a strategy combining affinity-based contextual targeting, data targeting on active intent signals, and a diverse set of high-impact formats, Wellness achieved a competitive cost per lead (CPL) with a high volume of visits.
1,2€
CPM
0,13€
CPC
1,4%
CTR
3,1€
CPV
Founded in 2007, Wellness Sport Club has established itself as a benchmark premium fitness network in France, named best fitness chain of 2024 by Capital magazine. To support its clubs' growth and build awareness among an affluent audience, the brand turned to Junto to add programmatic to its paid search and paid social mix.
To support its awareness and acquisition, Wellness activated a three-part strategy with Junto: contextual placements across sports, lifestyle, and health-affinity environments, data targeting on Google In-Market audiences and Custom Audiences with active intent signals, and a diverse set of high-impact formats refreshed regularly.
This approach effectively reached every target profile, in synergy with the paid search and paid social program running in parallel.
Un dispositif programmatique en complément du SEA/SMA
Fitness & Bien-être — Programmatique — Notoriété & Acquisition
Junto's Trading Desk helped Wellness Sport Club integrate programmatic into its existing media mix, reaching each profile at the right moment in their journey, from discovery to membership intent.
Defining precise target audiences
Junto defined three priority audiences for the campaign: sports addicts (experienced athletes who train regularly), comeback profiles (amateurs looking to get back in shape), and motivated beginners (new practitioners in the research phase).
Contextual targeting across affinity environments
A whitelist of sports, lifestyle, health, and women's-interest environments (L'Équipe, BeIN Sports, Top Santé, Cosmopolitan, Marie Claire) was put in place, for coverage across every target profile.
Data targeting on active intent
Junto activated Google In-Market audiences with active intent signals, along with Custom Audiences based on keywords, queries, and browsing behavior, to capture profiles interested in — or actively searching for — premium fitness and wellness solutions.
High-impact formats refreshed regularly
A variety of formats was served and regularly updated (animated banners, takeovers, YouTube video) to maximize visibility and brand recall through engaging formats.
Reaching their goals
The partnership between Wellness Sport Club and Junto enabled the brand to sustain its awareness while generating memberships from a diverse, affluent audience.
On classic display formats, the average CTR generally sits around 0.2%. With a 1.40% CTR, the Wellness campaign performs far above these benchmarks, driven by contextual and affinity-based data targeting along with a diverse set of regularly refreshed formats.
This approach delivered an excellent level of engagement, generating a high volume of visits at a competitive CPL, with performance improving steadily over time.
Want to add programmatic to your media mix too?
With Junto, you can add programmatic to the mix to reach new audiences and strengthen your brand awareness.