Clearlight Saunas Lean Into Wellness As An Investment In 'Sweat Equity' Campaign Via Hellions

Clearlight Saunas has reframed wellness as an investment in your most valuable asset — yourself — with its new campaign ‘Sweat Equity’, created in partnership with independent creative agency Hellions. The campaign, centered on the concept of 'sweat equity' — the time and effort invested in building an asset — gives wellness a financial investment twist. It challenges consumers to consider whether they invest in their health as seriously as they do in their financial portfolios. Mark Bouris, an entrepreneur and Clearlight customer, shares his experience, claiming a sauna outperforms other investments. The campaign was expanded with entrepreneur and author Lisa Messenger, including a competition for consumers to win a Clearlight sauna. Dan Sparkes, partner at Hellions, explained that the campaign leverages an investment mindset to promote wellness, aligning it with EOFY consumer behavior. Lalena King, global marketing manager at Clearlight, emphasized that the campaign avoids typical EOFY discounting by integrating health and financial incentives. The campaign ran across multiple platforms, including YouTube, LinkedIn, and Google, achieving a 152% year-on-year increase in leads and a 64% higher purchase value from Performance Max activities. The ‘Sweat Equity’ campaign successfully connected health and EOFY consumer mindset, driving engagement through a structured six-week funnel.