This blog post delves into a successful case study of a yoga social media campaign that not only sold out a yoga event but also engaged with a broader audience, reaching new potential customers and generating remarkable results during summer in Dubai. Let’s take a closer look at the approach, execution, and outcomes of this campaign.
The Client:
Fitness First UAE
The Approach:
Launch a yoga social media campaign that attract fans to a yoga event which will be held on the beach
1. The Target:
The primary objective of the campaign was to sell out the Yoga First Yoga Event for Fitness First. This goal was set as part of the two campaigns scheduled for the month of June – a tactical Summer campaign alongside the Yoga First event.
2. The Plan:
To ensure the success of the campaign, the team decided to conduct two Content shoots over two weeks. The first shoot aimed to capture the essence of working out in Summer, aligning with the theme of the event being on the beach. The second shoot focused on creating content pillars that would promote the Yoga First event and its USP’s.
3. The Execution:
To maintain high engagement throughout the month, the content calendar followed a staggered approach. The team strategically interspersed yoga-related content with entertaining summer fitness reels. This approach not only created excitement for the event but also kept the audience engaged without causing exhaustion.
The Calendar:
Frequency and Variety: While frequency was essential for promoting a target date event, the team understood the importance of variety. Simply bombarding the audience with event-related content could lead to disinterest. To overcome this, they incorporated trending audios and unique content, ensuring the average engagement remained stable throughout the month.
Deep-Dive:
- Expand Audience: To achieve a sold-out event, the team realized that targeting the Fitness First loyal community interested in yoga would not be enough. They needed to reach non-followers and non-members as well. To accomplish this, the event’s unique selling points (USPs) were split into niches that appealed to different groups – Music Lovers, Meditation Lovers, Dance Lovers, and Yoga Enthusiasts. This approach significantly increased reach, tripling in the non-followers section.
- Reach the People: By tailoring the campaign to various interests, the team managed to show up on the ‘For You’ pages of potential attendees. This approach expanded the campaign’s visibility and attracted new audiences to the event.
- Increase Conversion: Once awareness was established, the team shifted their focus to conversion. During the week leading up to the event, they employed media buying to target the most interested individuals who had interacted with the campaign, encouraging them to take action and book their spots.
The Results:
The campaign proved to be a remarkable success. With a budget of AED 15000 for boosting, the majority of the engagement (9000 interactions) came organically, while an additional 4000 interactions were boosted during the month. This made June the second-best month of the year in terms of engagement. In comparison, a similar level of engagement was achieved in Ramadan with a significantly higher media spend of AED 25000.
Conclusion:
This case study serves as an example of hashtag’s creativity and an understanding of how target audiences interact with your brand can lead to remarkable social media campaign success. By appealing to new audiences with niche content, the team achieved their goal of selling out the Yoga First Yoga Event while refreshing the brand image and retaining new customers with diverse interests.
For any business planning an event or product launch, the key takeaway is to speak not only to loyal customers but also to new target audiences. By going beyond the brands regular posting style and branding, and tailoring content to specific niches, businesses can create dynamic overlaps in their target audience, leading to increased engagement and conversions.
This Yoga First event stands as a testament to the power of embracing the Summer sun, crafting engaging content, and tapping into the interests of diverse audiences on social media platforms.
