Analytics & Reporting with FB Pixel: Orange Theory Lead Generation

Setting the scene

Based on the Facebook case study, Orange Theory, a boutique fitness studio that offers a high-intensity workout, was looking to open a new studio in Royal Oak, Michigan. Before opening, their goal was to sell founder rate memberships, so they hired Drive social media Agency. To generate leads for the gym, the agency decided to use Facebook lead ads, which they ran from March 8, 2018, to May 4, 2018. The goal was to get people interested in learning more about the new Orange Theory studio in Royal Oak and their founding rate membership.

What Happened

The campaign consisted of lead ads, in which people interested in learning more would fill out a form with their name and contact info. After submitting the form, a salesperson would call them back to give them more information and try to get them to sign up for a membership.

They ran lead ads across Facebook, Instagram, and the Audience Network to target different audiences. Those audiences were made up of people who had visited the Orange Theory website, interest-based audiences living in the studio area, and a lookalike audience modeled after Orange Theory’s current member demographics and traits.

Results

After running the campaign for two months, they generated 404 leads for the studio. After-sales calls, of those 404 leads, 40 people signed up for the studio with the founding member rates. Much of their success was due to the power of Facebook Pixel. Facebook Pixel is an analytical tool that allows you to track, measure, and optimize the audiences for your campaign. Facebook Pixel requires you to add a small piece of code to your website. As a result, you can track visitors from your website to understand the effectiveness of your Facebook ads and retarget those people using custom audiences.

In conclusion, this Orange Theory Case study is an excellent example of the power of Facebook ads for lead generation and Facebook pixel as an analytical tool to help track, measure, learn and optimize the effectiveness of your ads.

Interested in more strategic fitness marketing content? To read more articles about Fitness Marketing, by Elisha Sonn, click here.

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