ROWBOTS
DRIVING MEMBERSHIP FOOTFALL & REVENUE
Tripling return on ad spend and driving new customers for a high performance rowing brand and gym franchise back by Gareth Bale.
THE BRIEF
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.
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.
Within a space of two months, we took ROWBOTS' monthly average ROAS of 0.8, with some campaigns returning as low as 0.05 ROAS, to consistently achieving a 2x ROAS with seasonal campaigns achieving a 6x ROAS. In doing so, we increased the Average Order Value by 65% and added 15,000 new potential members to the CRM.
RESULTS
140% INCREASE IN ROAS
Taking a negative return on ad spend (0.8) to a consistent 2x ROAS driving revenue.
15,000 NEW POTENTIAL MEMBERS
Added to the ROWBOTS CRM system for future marketing and growth.
65% INCREASE IN ORDER VALUE
Increasing the average order value by 65% in addition to raising the total number of purchases by 45%.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
