Facebook Advertising Case Study - Fitness

Background

Rowville Fitness offers fitness programs tailored for woman. They engaged Quantum to develop a Facebook advertising campaign designed to increase attendance at their boxing bootcamps.

Approach

Like a lot of business owners, Lisa Bullock, the founder of Rowville Fitness, knew about the potential of social media but was unsure of how to use it to develop her business. During the initial stages of the briefing process, she reflected humorously, “I was uncomfortable using social media and hadn’t done any Facebook advertising before. Speak to me in Outer Mongolian – that’s easier to understand!!” Given that background, we spent some time educating her about the potential of social media and the specific tactics that had been shown to work in her industry.

Firstly, we identified her target market and developed a profile of these customers in the digital world. Then, we developed some concepts and copy that would appear to the values of these customers and then worked this up into both a Facebook advertisement and corresponding landing page on her website. We also developed a graphical design for the landing page, Facebook posts and Facebook cover image.

Secondly, we talked her through the mechanics of using the Facebook Ad Manager for running an advertising campaign and discussed the most appropriate campaign budget and settings.

Results

The campaign generated great results and had a solid return on investment. Lisa shared, “The results of that short campaign (only 7 days) were outstanding. I saw Page Likes increase by 40% and flow through to an increase in class numbers. Week one, numbers doubled. By week four, numbers had quadrupled! I’ve just run a follow-up campaign with continuing excellent responses both in page likes and attendance.”


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