How Ritual Gym Used Paid Triggers to Boost Sign-ups

What is a paid trigger?

A trigger is simply a tool that you use to grab the attention of your target audience. More specifically, a paid trigger grabs your audience’s attention via a paid channel, such as a paid Instagram ad, paid Facebook ad, a sponsored link on Google, etc. The goal of a paid trigger is to trigger a specific action, for example, get your audience to engage with your ad and learn more about the product or service that you are offering. In this post, we will explore how Ritual Gym used paid triggers on Facebook to increase conversion and boost sign-ups.

Cast Study:

The Gym: Ritual Gym is a high-intensity interval training gym that offers 30-minute workouts to cater to a jam-packed schedule. Ritual Gym wanted to raise awareness and boost sign-ups for trial memberships during a peak season, end of year/beginning of the new year when many prospects set new year’s goals.

The Campaign: Ritual gym ran a combination of video and photo ads on Facebook to drive traffic to a landing page where they could sign-up for a free trial. The campaign target audience was broad, targeting people in Singapore. In addition, they retargeted people who viewed the videos or visited its website.

The results:

• Increased incremental organic search by 32%
• 1,394 incremental visits from search traffic to website
• Increased incremental conversions for subscriptions for trials by 39%

Ad Analysis 

Ritual Gym effectively used paid triggers by implementing ads that triggered an action, signing up for a free trial. As a result, the ads lead to a 39% increase in conversions. Furthermore, the trigger was effective because it hit on a basic human need: self-esteem or having confidence and belief in oneself. The video ads captions, “Stop making resolutions. Start a Ritual,” effectively connected to their audience by communicating a relevant message during the new year, when people make fitness and health-related resolutions. That message conveyed to them that they can achieve their fitness goals at Ritual Gym because fitness is not just a resolution; it’s a lifestyle. And a Ritual Gym, we make reaching your goals more accessible and attainable with our quick and effective workouts.  

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

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