UK lifestyle and gym wear clothing brand, Gym King came to us needing to significantly grow its customer base in a profitable way. High media cost inflation across Meta’s platforms meant Gym King’s budgets were being squeezed, with ROI on ad spend quickly diminishing.

The brand was over-reliant on loyal returning customers rather than attracting new ones, leaning on bottom-of-the-funnel activity, causing limited scope for growth.

Having originally only ran campaigns across Meta, audience analysis, segmentation and MOSAIC profiling unearthed some surprising insights about who the brand’s core customer really was. Stay-at-home mums were identified as some of the most loyal and profitable Gym King customers – whilst also the most engaged on socials; across Facebook, Instagram, Snapchat and TikTok. The newly identified audience had huge implications across price, product and how (and where) we would promote.

Using this insight we were able to diversify the budgetary investment, combating the rise in CPMs on Meta. This in turn allowed us to test and learn from new ad formats and messaging, whilst recycling old creative that had previously fatigued on Meta. In addition, TikTok opened up a whole new audience previously untapped, allowing us to get the Gym King brand in front of its true target audience.

Being present across multiple channels allowed us to build brand salience across different touchpoints, putting the brand front of mind for in-store JD Sports shoppers (where they are also stocked).

Our gold-standard approach to launching and scaling campaigns on new Social platforms for Gym King was recognised by both Fospha and TikTok, who published case studies on their respective sites.