Case study · Health & wellbeing

Dare Fitness: a bolder online presence for a fitness business.

A six-star fitness business offering a deeply considered and tailored approach to one-on-one training, Dare reaches beyond most gyms and PT models.

Sector: Health & wellbeing
Service: Social media management

Digital marketingCampaign delivery

Dare Fitness, wide interior view of Dare Fitness strength-training equipment.

The challenge

What needed to change.

Our team were motivated by Dare’s vision and the positive difference the business was making to people’s lives, whether recovering from chronic illness or striving to achieve professional fitness goals. After building a daring new brand, we set to work to spread the good word about this revolutionary new fitness business, one that offers a deeply considered, one-on-one approach that most gyms and PT models do not.

The challenge for any new brand starting from scratch is to build a social media presence, define a style, and start to inspire a dedicated following. The plan was to create a social media style that the Dare team could follow and use to boost website traffic and brand recognition. We added a form to social media in order to generate leads and help build a customer base.

In the case of a luxury gym, our goal was to hit the right demographics and the right target market. At the same time, we needed to achieve qualified leads as efficiently as possible.

Approach

How the work took shape.

Our digital marketing team made use of sponsored social media advertising, which was thoughtfully divided into workable initiatives that catered to various target demographics and interest areas. With substantial refining, Dare was able to boost conversion rates while also lowering the cost of each conversion and increasing clickthrough rates. Social was only one stream, though, and search carried the rest of the lead generation.

Our main objective here was to get qualified leads using very specific search terms. We used all our tricks to find a mix of broad generic keywords and long-tail keywords to create a balanced data set. We managed to place Dare on top of search engine results with a balanced bidding strategy, generating qualified leads whilst not exhausting the budget. We also created re-targeting display ads to boost brand awareness and remind interested, warm leads to continue exploring the website.

We created SEO landing pages and optimised website pages to dominate the local competition. The page ranked on the first page of Google for 2 keywords with a search volume of 3000. It was a successful outcome which helped generate traffic and overall credibility.

Dare Fitness website shown on a desktop computer.

The shift

A luxury gym does not need everyone to notice it, only the right people, at the right price.

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The work

The work, up close.

During the campaign period, November 2022 to February 2023, the search and SEO work delivered 99 conversions from leads and added 15 new keywords to Dare’s rankings, alongside clear growth in organic traffic and impressions.

+16%.

Increase in organic traffic, November 2022 to February 2023.

+400%.

Increase in impressions over the campaign period.

By increasing post interaction and generating more than 288k impressions over the time frame, we were able to reach out to more audiences and raise awareness of Dare across social media. The Instagram story advertising in particular put the brand in front of the demographics the business wanted, and the click-through rate showed that the audience was engaging with the ads rather than scrolling past. Together with the leads form, that gave Dare a steady flow of enquiries from people who already understood what made the business different.