Patrik Wilkens, VP of Operations at TheSoul Publishing, one of the world’s most prolific and popular online media companies, TheSoul Publishing has over 644m unique views each month and has broken the one billion subscriber record on Facebook and YouTube combined.

So Ivy, tell us about ClassPass?

ClassPass brings together the world’s best workouts and wellness experiences into one app. We launched in 2013 and now partner with thousands of fitness studios, spas, and wellness centers across the UK and worldwide.

Tell us about the post-lockdown ‘Welcome Back’ campaign you launched?

As a company that operates in 30 countries worldwide, ClassPass has worked with Braze to localize campaigns and inform our members which fitness studios are open in their neighborhood, how to book classes and studio health and safety precautions.

These campaigns have helped us to drive foot traffic to some of the businesses most hurt by pandemic closures, and get people back through the doors of fitness studios and spas.

What have been the key factors to consider in marketing campaigns?

The goal of every campaign has been to present choices to our members. We use customer engagement tools to lean into personalization across the right channel, such as showcasing nearby classes directly in the app to a member who is happy to return or using email to promote digital classes or 1:1 beauty experiences for more risk-averse members.

We’ve focused on building relationships with our customers to create better, and more meaningful experiences for our customers in both the short and long term.

Although you don't publish any gaming content, your brand channels really seem to attract gaming enthusiasts.

I would assume that every one of our channels has a fair amount of gaming enthusiasts watching, but we also have a number of dedicated channels. We've seen recently that gaming-related content on social media also has one of the highest engagement and follower rates. So yes, it's certainly an area that we are creating content for and that will grow over the next months and years

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