By Mark Blair
We are excited to launch our newest case study with Michelle Bridges 12 Week Body Transformation (12WBT).
12WBT is a unique online 12-week exercise, nutrition and mindset program created by leading Australian personal trainer Michelle Bridges. Since its beginning in 2010, 12WBT has become a household name across Australia as the online portal for exercise and nutrition programs.
From the outset, it was evident that online video was a key medium that would underpin 12WBT, enabling participants to undertake the program regardless of their location or device. The video strategy was simple — create great content focused on the three pillars of the program: exercise, nutrition and mindset.
However, with round-to-round signups increasing by 5000% since 2010, the success of the program started to cause a few headaches for the team from a technical point of view. Looking for a video solution that would let them focus on the content, rather than worrying about the technology, 12WBT turned to Brightcove.
Using Brightcove Video Cloud, 12WBT was able to maximise its reach to both existing and potential community members. The Video Cloud Smart Player let the brand deliver a consistent, high quality viewing experience for all videos — workout videos, explainer videos, and mindset chats’ with Mish — to audiences across desktop, tablet and mobile.
Video Cloud’s social media sharing feature also helped to build the unique 12WBT community through social channels such as YouTube and Facebook, as well as on the site. The online video experience powered by Brightcove for 12WBT raised awareness of the brand, engaged new users, and reduced the workflow for the business, but also allowed Michelle to offer inspiration and support to members previously only achieved during in-person training sessions.
To find out more about how 12WBT successfully delivers and monetises video to audiences across multiple devices, watch the video below and download the complete case study here.0