Book an Intro Call

THE CHALLENGE

YouFit, a fitness chain with over 140 locations across 14 states, came to Ready Set with a straightforward objective: reduce cost per acquisition while attracting a diverse membership base.

Their main goals were to:

  • Create advertising that resonated with distinct audience personas
  • Optimize performance across multiple regions
  • Reduce overall CPA while increasing membership sign-ups

They needed a creative approach that would resonate with multiple audience segments while adhering to specific content guidelines and legal requirements.

THE WORK

Our partnership with YouFit began with a thorough review of their brand standards and requirements. Exercise demonstrations needed to showcase proper form, gym facilities needed to display updated branding, and promotional language required specific disclaimers, among other needs. These guidelines provided a focus for our creative development.

Our team developed a streamlined content creation process that integrated these requirements from the start. Ready Set then implemented a comprehensive strategy combining media buying expertise with creative development.

Ready Set’s creative strategists first developed three distinct concepts:

  • My Rebound: For gym-goers looking to transform their bodies after a break. “My Rebound” celebrated transformation through authentic representation. We featured diverse body types performing exercises and created relatable content that aligned perfectly with YouFit’s inclusive brand identity.
  • Training Shouldn’t Cost a Fortune: Aimed at cost-conscious individuals interested in additional features like group workouts and nutrition advice. “Training Shouldn’t Cost a Fortune” focused on value, incorporating required promotional language naturally into the creative. We developed a clean, effective design that integrated all necessary disclaimers while maintaining strong visual appeal and clear messaging.
  • Gym Myths: Targeting skeptics who find reasons not to go to the gym. For “Gym Myths,” we combined proper exercise demonstration with engaging myth-busting content. Our creative team worked efficiently with the YouFit team to ensure technical accuracy while keeping the content approachable and entertaining.

We then implemented strategic testing methodologies to refine creative performance. Our two-pronged campaign approach included:

  • Creative Testing Conversion Campaign (ABO) where we created multiple variations for each concept and tested across broad audiences to identify top performers.
  • Our Evergreen Scale Campaign (ASC+) utilized top-performing ads from the testing phase and allowed us to scale successful creatives for ongoing acquisition.

Tailored creative strategies were then developed for different regions to maximize campaign effectiveness and efficiency. We initially tested an all-regions campaign to gather insights, then refined the approach by consolidating 15 regions into 3 major areas: South Florida, North/Central Florida, and Non-Florida regions.

THE RESULTS

Our strategic approach yielded significant improvements for YouFit:

  • Achieved a 47% reduction in Cost Per Acquisition (CPA) within the first month.
  • Remarketing efforts saw CPA decrease by 76.3% showcasing effective audience engagement and conversion.

The campaign demonstrated how smart creative strategy could work hand in hand with established brand guidelines to deliver outstanding performance. Our approach to integrating brand requirements from the start helped streamline the creative process and allowed Ready Set to create content that was both effective and authentic to the YouFit brand.

READY SET’S APPROACH DEMONSTRATES THE POWER OF ALIGNING MEDIA AND CREATIVE STRATEGIES TO DRIVE IMPACTFUL ADVERTISING THAT RESONATES WITH TARGET AUDIENCES AND DELIVER MEASURABLE BUSINESS OUTCOMES.