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Case Study: Just Believe Fit

Putting FUN back into fitness

We were proud to help Northcote based Wellness Studio, Just Believe Fit achieve their dream of making fitness fun again with a dedicated ads strategy to deliver leads for their business.

Just Believe Fit is passionate about creating a welcoming environment for people of all ages and fitness to levels to enjoy a mixture of Pilates, Yoga, Barre and Mindfulness.

Profile

Just Believe Fit runs a small studio based in Northcote, Victoria and delivers a well-rounded program of Pilates, Yoga or Barre fitness classes. The timetable is focussed on early morning and weekend exercise. All are classes designed for participants to progress at their own pace with no need to feel pressure or intimidation. Class numbers are capped to allow instructors to build a personal connection with participants and help them achieve their specific goals.

Their primary audience is middle-aged females from the local area who looking for exercise which offers variety and is conducted by friendly staff in a relaxed and comfortable atmosphere.

Objective – Leads

Drive leads to a free trial pass to come and test the classes available for one week.

The advertising strategy had to educate the user to inform them of what to expect from Just Believe Fit and how their style of classes was aimed at making the participants feel comfortable and welcome.

Dan is really experienced in his field, very knowledgeable and was really organised in helping us get all the shots we needed in a manageable timeframe

Execution

Being a physical bricks and mortar business, we needed to bring the customer’s first interaction from the real world into the online world. We did this by specifically targeting an audience within a particular area.

This raised certain challenges in trying to replicate the human interactions and non-verbal cues you get when you speak with someone in real life. We did this through strategic video that was aligned with the needs of the customer and values of the brand.

Using video as the hero we profiled business owner, Marisa Lawlor to build trust with the viewer. This tactic also allowed us to use follow up remarketing to drive other messages that were relevant to the customer base.

Screenshots from the main video that was used

Each ad spoke to the user at their specific point in the sales funnel with a relevant message that helped answer customer’s pain points and objections to exercising.

Examples of ads used throughout the campaign


Examples of ads used throughout the campaign

We designed a landing page that reiterated the messages from the advertisements and made it simple and easy to register their details to receive a free trial pass.

Results

Over the duration of the campaign, the landing page converted at 7.27% to deliver 75 relevant leads that signed up for the free trial pass.

Of the leads, there was approximately a 30% uptake rate of which 75% converted to an ongoing membership or class pass.

The campaign delivered a 2x return on ad spend (ROAS) and helped build a closer community of loyal customers at Just Believe Fit.

The whole campaign really did raised awareness of what we offer and we were able to pick up another 20% of clients that have stayed with the business as clients since then - Marisa Lawlor | Owner and Director at Just Believe Fit

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