Social Media Ad Campaign for UNDRGRND Training
In a span of 3 months applying this strategy, we :
Achieved 30% Growth in Website Traffic
Grew the Average Monthly Registrations: 30 new members with a 25% return rate and an increase in revenue by 30% with a marketing budget less than $1000 per month
Drove 80% Increase in Paying Memberships
This case study illustrates the role our tailored promotional and awareness ads played in improving UNDRGRND Training's business growth, driving instant profits and laying the groundwork for long-lasting brand recognition in the gym market.
The Problem
Our client, UNDRGRND Training, a new premium gym, wanted to grow their membership and turn occasional visitors into regulars. The challenge? Striking a balance. They wanted to attract new customers with promotions without losing their high-end appeal.
In Hobart's bustling gym scene, they faced a significant hurdle: standing out in a crowded market. Their vision included expansion through franchising which demanded a rock-solid marketing strategy. It wasn't just about money; they needed to showcase their brand's strength to attract future franchisees. Their mission was to transform the perception of going to the gym from a mundane routine to an enjoyable experience, which they also wanted to communicate in the ads.
Our Approach
Promotional ads
Balancing short-term gains with long-term goals was challenging due to the risk of eroding the brand's premium value through frequent promotions. To address this, we devised a Facebook-centered strategy with carefully crafted promotions. We scheduled bi-weekly offers to attract new customers, introduced broader awareness ads for more interest, and implemented targeted ads for existing members—essentially, a form of remarketing. This strategy structured our campaigns, allowed constant assessment without financial loss, and consistently drew in new customers.
Video Creative
Our ads solely used engaging video content. We chose this direction based on the performance and impact videos have compared to still images. Research shows that 54% of customers prefer eye-catching video content, which is highly shareable and can boost conversion rates by over 80%.
Platform Selection
The decision to stick with Facebook Ads was strategic, providing a targeted approach to reach relevant individuals. It wasn't just about reaching a wide audience; it was about connecting the right message to the right people, enhancing campaign effectiveness.
And the outcome? Facebook's versatility allowed us to build relationships from the start. We collected leads through forms, paving a clear path to engagement and conversion.
Our bi-weekly campaigns formed the backbone of our success tracking, enabling precise measurement of each campaign's performance. This real-time analysis facilitated quick decisions, ensuring our success wasn't a one-off occurrence.
The Impact
In a span of 3 months applying this strategy, we :
Achieved 30% Growth in Website Traffic
Grew the Average Monthly Registrations: 30 new members with a 25% return rate and an increase in revenue by 30% with a marketing budget less than $1000 per month
Drove 80% Increase in Paying Memberships
Other Business Outcomes
Implementing these short-term campaigns led to a remarkable 30% boost in business turnover for UNDRGRND Training. Their holistic approach to gym culture, emphasising community, exceptional coaching, immersive training, and strong marketing led by the Squawk Team, paid off significantly, as seen in this review:
