Paid Social & Performance Marketing
Case Study
THE COMPANY
Fiit is the #1 rated fitness app, delivering the most motivating fitness classes straight to your phone or tablet, whenever and wherever you want. Fiit members have access to 700+ on-demand and live leaderboard classes - from HIIT to strength training to yoga. The company was founded in 2017 with a mission to make fitness a habit for everyone.
CHALLENGES & OPPORTUNITIES
Digital fitness was a new category in the market
Fiit was not getting consistent results from their performance marketing month to month, and wanted to stabilise the results.
They also wanted to make sure campaigns were managed proactively to eliminate wasted spend and maximise opportunities - rather than set and forget.
They wanted to scale at moments of increased opportunity for the fitness industry, such as the January/February peak, Black Friday and the increased interest in home fitness when coronavirus restrictions came into effect.
They wanted to switch to an agency based nearby who could become a part of their internal team.
HOW WE HELPED
Facebook & instagram ads
We recommended a change in strategy for cold traffic that enabled us to scale the account profitably - moving from awareness and engagement objectives towards conversion/direct response.
We implemented a creative testing process to ensure that only the best performing creatives would be rolled out at scale, minimising wasted spend.
We advised on creative best practices for UGC-style testimonials and how to create variants e.g. replacing the first 1-3 seconds of a video, replacing CTAs, or replacing text overlays with pain points or USPs.
This allowed us to scale Facebook/Instagram spend profitably from low 5 figures to 6 figures of ad spend per month during Q2 of 2020.
GOOGLE SEARCH ads
We expanded our Google search coverage from brand terms only to generic broad terms.
We reduced our cost per result for generic terms by 55% during Q2-Q3. Having identified the best performing keywords, we optimised our budgets and bid settings to spend only on the terms that were working at the desired cost per acquisition.
This enabled us to scale Google search ads spend by over 10x during Q2 2020.
NEW CHANNELS
We expanded Fiit’s activity to new channels such as YouTube.
"We’ve been working with Maddie and her team at Square Circle Digital for almost two years. With her help we profitably scaled our media spend by 10x, and paid media became one of our highest-performing & most investable marketing channels. Square Circle helped us grow the business from start-up to a real challenger brand and household name in the UK. This was a collaborative relationship, in which Maddie & her team guided us through our most critical growth phase, ensuring we were ever present on the channels we believe our prospective members live."
Jimmy Davis, Head of Acquisition & CRM
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