Case Study

Pledge Media Consultancy was approached by CIMA, a newly opened women-only Pilates and Yoga studio located in Dubai, JVC, with a challenge to generate significant market hype and fill the studio to capacity despite a prolonged opening delay. With no prior customer base and the client’s concern over presenting a luxury brand image without discounts, we were tasked with a unique challenge.

Challenges

Delayed Opening : CIMA's launch was delayed until February 16th, 2024, leaving little time to generate customer interest before opening when advertising was introduced on February 10th, 2024. The original launch date was initially planned for late November 2023.
Luxury Branding vs. Discounts : Balancing the need for quick market penetration while maintaining the studio's luxury brand image.
Initial Market Presence : Starting from zero customer base and facing the challenge of quickly creating a buzz in a competitive market.

Solutions Strategy and Execution

Phased Campaign Approach

Pre-launch (Feb 10 - Feb 16): Focused on mass awareness across multiple platforms with a $20,000 budget.

Objective: Generate mass awareness and interest before the studio's doors officially open and drive footfall to the studio.
Platforms Utilized: A multi-platform strategy was employed, focusing on META (Facebook/Instagram), YouTube (Efficient Reach, Non-skippable, and TrueView Skippable formats), Google Ads search campaigns, Snapchat, and TikTok to ensure a broad reach.
Creative Strategy: Leveraged insights for creating high-performing creatives, emphasizing the studio's luxurious yet cozy vibe and its unique offering as JVC's first Reformer Pilates space.
Targeting and Execution: Implemented radius targeting of 8 miles around the studio, complemented by audience demographics and interests targeting. Competitive keywords were targeted to capture market share from established
competitors. A strategic discount of 50% across all packages was communicated to create a buzz, balancing the need for initial customer acquisition with the brand's luxury image despite classes still not being available.

Launch Phase (Feb 17 - Mar 3): Shifted focus to booking free classes through the website with the remaining $20,000 budget.

Objective: Convert awareness into action, focusing on getting users to book a free class through the studio's online scheduler with a limited time 30% offer.
Platforms Adjustments: Shifted focus towards Meta and Google Search, removing TikTok and Snapchat from the mix, to concentrate on platforms with higher conversion potential for the target demographic.
Execution Tweaks: Maintained the successful radius and demographic targeting strategy, ensuring continued attention from the most relevant audiences. The emphasis was on direct action—booking free classes—supported by refined messaging and creatives.

Results

Significant Interest and Bookings: -Total estimated package purchases: 145 -Achieved: 247 packages sold
Immediate Studio Capacity Achievement: CIMA became fully booked within the first month, leading to a new challenge of scaling instructor availability to meet demand.
Furthermore, 700 leads were not contacted due to capacity being hit early on and the team’s inability to out-reach the potential leads with the quantity achieved in that timeframe. Today, these leads are being contacted as more classes become available, leaving a trail of success without further investment.

Analysis and Learnings

The phased approach allowed for adaptable strategy, pivoting from broad awareness to direct action for booking a free class, resulting in massive interest from our targeted users.
The importance of effective creatives in communicating the brand’s value proposition and attracting the right audience.
Marketing efforts led to significant interest, but conversion and retention were heavily reliant on the studio's operational capacity and customer service when outreaching users who had signed up but not yet booked.

Future Recommendations & Insights derived from Marketing Campaign

Explore strategies for scalable growth, including instructor recruitment and training programs. This was found when the cost of acquiring clients drastically increased across certain channels
Consider loyalty or referral programs to maximize the value of the existing client base, reducing the need to invest as heavily into paid media.
Investigate opportunities for expanding studio space or adding classes at peak times to accommodate newly generated demand.

Signups and Conversions Over Time : A line graph showing the number of signups and conversions (package purchases) over the campaign period.
Budget Allocation and ROI: A pie chart illustrating the allocation of the $40,000 budget across different platforms and a bar graph showing the return on investment in terms of customer lifetime value.
Customer Acquisition Cost (CAC): A line graph or bar chart showing the change in CAC during the campaign and how efficiencies were gained through strategic adjustments. Also why the CAC increased drastically near the end of the campaign (Due to being fully booked).

Conclusion

Pledge Media Consultancy’s targeted and phased approach to launching CIMA
Pilates and Yoga Studio in Dubai, JVC, resulted in the studio reaching full booking
capacity within a month of its delayed opening. This success story highlights our
ability to understand and navigate the unique challenges of launching a luxury
wellness brand in a competitive market with agile strategies.

Discover how Pledge Media Consultancy can drive your business to achieve
remarkable results. Contact us today to learn more about our tailored digital marketing solutions.