GROUND ZERO
Driving sales of class packages for new studio opening
SUCCESS STORY
The boutique fitness studio grew its sales when it used lookalike audiences and retargeted past website visitors.
85%
lower cost per purchase from adding retargeting
121.45
ROAS (Return on Ad Spend) of the campaign
23X
Higher ROAS from adding retargeting
THE COMPANY
GROUND ZERO
Ground Zero is a boutique fitness studio offering three specialised types of high-intensity classes - Ride (Indoor cycling), Rumble (Aqua boxing) and Resistance (Strength).
Established in 2017, it opened its second studio - 3 times larger than the first, in 2019. It now boasts an exclusive shake bar and merchandise rack.
THEIR GOAL
Stimulating Sales
Ground Zero wanted to drive website sales of its class packages as their second studio was opening
THE SOLUTION
Adding Retargeting for Conversions
To reach out to more people, the campaign first had a lookalike audience based on a custom audience of the top class packages buyers. The ad drove people to the pricing page of the site.
A new audience of ‘past website visitors’ was added to a new ad set under the same campaign in order to also retarget ads to people who had visited the pricing page but not made a purchase. This proved to be highly effective as cost per purchase was lowered by 85%, while ROAS of this ad set increased by 23X.
The ads were customised for each placement where creatives were in a 4:5 and 9:16 ratio for Feeds and Stories respectively.
To best capture attention, looping GIFs which featured different spots of the studio in rapid succession were used for Feeds, while a hand-held footage of walking around the studio taken on mobile was utilised for Stories to appear seamless and authentic. (As shown in screen grab image)
THEIR SUCCESS
Driving Sales
Ground Zero saw strong sales by reaching out to new audience through lookalike audiences.
When it started to retarget past website visitors who had not yet made a purchase, sales increased even more with the following results:
85% lower cost per purchase from adding retargeting
23X higher ROAS from adding retargeting
121.45 average ROAS of the two campaigns
Ready to Drive Results?
Reach out for a complimentary kick-off consult.