World Fitness Australia
World Fitness Australia is a locally owned and operated sports and fitness equipment company that provides a diverse range for everything from home gyms to commercial studios. Its mission is to help people move closer to their health and fitness goals and let go of the day’s stresses while feeling strong, confident, and resilient. Offering a wide range of strength equipment online, the brand sells yoga essentials, cardio machines, sporting goods, and boxing gear from leading brands like Body Iron, Bodyworx, Reebok, Marcy, Everlast, and Spirit.
The Goal
World Fitness partnered with Status Agency to craft a sustainable performance marketing strategy that would foster healthy profit margins and long-term growth. The aim was to reach new customers and expand paid social activity by increasing ad spend by 30%, while generating a 7 to 10x return on ad spend (ROAS) and maintaining the current conversion rate.
The Challenge
The COVID-19 pandemic changed how health enthusiasts spent their days, with restrictions sparking new work-from-home arrangements and gym closures. The volatility in the fitness market and consumer behaviour initially pushed World Fitness Australia into a reactive space. After seeing that fitness habits would continue to stay in flux, its owners saw the need for a flexible marketing strategy that could adapt to changing consumer demands.
However, their Facebook target audiences and ad creative were all pooled into a couple of campaigns with minimal segmentation. As a result, their performance marketing was restricted and their targeting practices needed a restructure before they could move forward with a fluid and sustainable approach.
The Insight
World Fitness Australia needed a cost-effective approach, rather than serving a whole group of people the same image or ad. Therefore, the brand needed a variety of prospecting and remarketing campaigns that would deliver a relevant ad to potential customers depending on their fitness interests and readiness to buy.
The Solution
Status Agency split its Facebook Ad campaigns to match four major online product categories which had been earmarked for growth due to their profitability. The creative and audience targeting strategy could then be tailored for each category, with a focus on reaching new audiences based on Google Analytics data.
Status Agency also set up a test campaign using Facebook’s new dynamic product feed ads, which showed relevant products to lookalike audiences who were similar to people that were already starting to show interest in particular product categories. After potential customers had engaged with products on the website, they were targeted with customised remarketing ads featuring relevant customer reviews that would give them the confidence to make a purchase.
Status Agency also uploaded World Fitness Australia’s email marketing lists from Klaviyo to Facebook, so that they could showcase complementary products to existing equipment customers while finding lookalike audiences at the same time.
The Result
The reimagined and automated ad targeting framework now fuels World Fitness Austalia’s growth because it’s constantly showcasing high-margin, relevant products to existing customers and new audiences in a cost-effective way. Segmented campaigns also offer the brand greater manual control over creative and targeting when consumer behaviour changes.
In the first three months of implementing the new strategy versus the previous period, Status Agency increased new website visitors by 46%, generated a ROAS of 7.09, and increased the conversion rate by 31%.
46% increase in website visitors
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7x return on ad spend
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31% increase in conversion rate
46% increase in website visitors 〰️ 7x return on ad spend 〰️ 31% increase in conversion rate
Testimonial
“Ruth is a one-of-a-kind account manager. Fully immersing herself in our brand and its values, Ruth has helped grow World Fitness Australia into the successful business it is today. Her expertise goes unmatched, as she’s always delivering data-driven results and acting swiftly when things don’t go to plan. Ruth never settles for second best, and she always goes above and beyond for her clients. We have complete trust and confidence in her skills, and there isn’t any other agency we would want to manage our pay-per-click advertising.”
Maddy Uto, Marketing and Communications Manager
