TRIPLING RETURN ON AD SPEND AND DRIVING NEW CUSTOMERS FOR A HIGH PERFORMANCE ROWING BRAND BACKED BY GARETH BALE
THE CHALLENGE
AND THE NEW were hired by ROWBOTS, the London-based body and mind boutique workout gym supported by Gareth Bale and British Rowing, to significantly improve their paid social and PPC results and, ultimately, drive an increase in members across their multiple locations.
THE STRATEGY
After reviewing their gym properties, fixing their broken website pixels and cross-channel tracking and reporting structure, we got to work on the creative –generating purpose-built imagery and short-form video for paid execution.
We developed a two-stage strategy focused on new customer acquisition and existing member retention. As a class-based business model, we quickly learned that higher revenues could be driven through a retention and retargeting model that encouraged converted users to sign up for more classes after that had tasted their first ROWBOTS experience. With this in mind, our new customer acquisition model was focused on capturing those first time sign-ups with new joiner offers, but also heavily driving them towards first-party data capture to engage with ongoing email marketing content.
THE RESULTS
Within a space of two months, we took their monthly average ROAS of 0.8 (they were losing money on their paid ads), with some campaigns returning as low as 0.05 ROAS, and consistently achieved ROAS of above 2.0 with certain campaigns reaching as high as 6.1 ROAS. In addition, we increased both the Average Order Value by 65% and the email database with over 15,000 new customers.
Big steps
140%
Increase in ROAS
New customers
15,000
On first-party data email database
Increase
65%
In Average Order Value
Increase
45%
In purchases over 12-month period
OUR TROPHY CABINET
