Client:
House of Fitness, a Sheung Wan-based fitness studio inspired by a UK concept. Known for its small group classes and immersive atmosphere, House of Fitness offers a high-energy experience with classes held in a dark, music-filled environment.
The Challenge
How do you build a loyal customer base in a competitive fitness market?
House of Fitness had recently changed ownership and was looking to expand its customer base. They wanted to make a strong impact on Instagram, where their target audience was most active, to attract new clients and engage existing ones.
Here’s How It Came Together
To help House of Fitness grow their membership and build a community, I developed a comprehensive 6-month Instagram strategy that combined engaging organic content with targeted paid ad campaigns.
1. Content Creation Collaboration:
To truly capture the brand’s unique vibe, I collaborated with Good Takes Only, a creative agency, to produce high-quality videos and images that showcased House of Fitness’s distinctive atmosphere. Several photo shoots were organized to highlight the brand’s energetic DNA.
2. Paid Campaign Development:
We designed three targeted paid ad campaigns to drive membership growth and build brand awareness:
- Trial Class Promotion – “See You at the Bar”: Offered a special rate for one week of unlimited classes, inviting potential members to experience the studio firsthand.
- “Open House”- Trial Classes: Promoted a free “Open Day” where prospects could try any class on a designated Sunday morning, boosting trial bookings.
- HYROX Campaign: Targeted a specific audience interested in training for HYROX Hong Kong, offering a special program to prepare for the event.
3. Content Calendar for Organic Posts:
With paid campaigns running, it was essential to keep the organic content fresh and consistent. I created a detailed content calendar that included a mix of post types—class features, client testimonials, meet-the-coach highlights, and community events. This organic content helped to engage followers, showcase the studio’s community, and strengthen House of Fitness’s online presence.
Results
In just six months, House of Fitness saw membership double, thanks to the combined efforts of strategic paid ads and consistent organic content.
