Executive summary
Basic-Fit is Europe's largest low-cost fitness chain, with 2.25 million members across 5 markets. Keeping pace with that scale meant producing and personalising a high volume of marketing assets - fast, affordably, and across multiple languages. Outsourcing to agencies was slow, expensive, and created too much back-and-forth. By implementing Cape.io, Basic-Fit brought creative production fully in-house, enabling local teams to build, personalize, and publish display banners and social video assets in minutes - across Google CM360, DV360, and Meta - with up to 10 campaign variants per market running simultaneously.
Basic-Fit
success story
Challenge
Basic-Fit leads in five markets with 2.25 million members across Europe, making fitness affordable and accessible.
Achieving this scale requires the efficient creation of marketing assets - a task they manage with Cape.io's ad tech and automation tools.
Basic-Fit faced challenges in creating personalized marketing assets for diverse markets like France and the Netherlands. Outsourcing production led to inefficiencies and high costs, requiring extensive coordination. Display banner creation was particularly urgent, needing to be built and published swiftly with accurate settings.
Solution
Using Cape Creative Automation, Basic-Fit can now create, produce, publish, and personalize display banners effortlessly.
This tool integrates with Google CM360, DV360, and Meta for Business, enabling instant campaign launches.
Additionally, they now rapidly produce social media assets that are published live within minutes.
Results
Basic-Fit now runs up to 10 different campaign variants per market, distributed across multiple channels and phases (touch, tell, sell).
They can update ad content and offers mid-campaign, making ads more relevant and engaging. Personalizing ads, such as adding local club locations or countdowns, is now a simple task. Most importantly, Basic-Fit has regained control over their marketing, significantly reducing reliance on external agencies and enhancing operational efficiency.
Industry
Athletics & recreation
Headquarters
Hoofdorp, Netherlands
Company Size
Enterprise
Teams involved
In-house brand teams
Ad Ops teams
Local teams can make adjustments themselves, instead of an agency doing that. This is not only cost efficient, but also much faster. In short: easy, dynamic, personal and quick to market.
Erica van Vonderen - Hahn
Marketing & E-commerce Director
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