FitnessX x Naturlig Branding

The objective

Improving conversions for Denmark's fastest-growing fitness chain​

FitnessX is currently Denmark's fastest-growing fitness chain, with 31 centers spread across the country. FitnessX has already built a strong brand around their concept that is increasing in popularity with a wide-spread, growing, audience in Denmark. ​

​

On TikTok, @fitnessxdk have over 7000 followers (at the time of publication) and engage this audience regularly through a focused organic content strategy. The fitness brand focuses on creating relatable and entertaining content including funny workout scenarios, and interviews with FitnessX members.​

​

In this campaign, FitnessX wanted to leverage TikTok's advertising tools to drive more conversions and increase impressions. Working with the agency Naturlig Branding, the fitness chain aimed to launch a campaign which not only achieved wide-spread reach, but also ensured real, measurable actions; turning discovery into results.​

​

The core KPI's for this campaign were customer acquisition cost (CAC), conversion rate, and impressions. ​

​

The solution​

A strategic approach supported by a thoughtful content strategy

Targeting users in Denmark, FitnessX leveraged TikTok's Spark Ads format to build awareness, teamed with non-Spark In-Feed Ads to boost conversions, resulting in a significant increase in sales.​

In-Feed Ads blend seamlessly into user's feeds whilst giving FitnessX full creative control of the assets used in the campaign, helping to balance user experience with campaign efficiency and allowing the brand to focus on the creatives which drove higher sales.

​ The content strategy for this campaign was centered around engaging and attention-grabbing videos that followed a variety of key best practices: ​ ​

• A strong, native hook: Beginning all video content with a compelling hook that immediately captures attention.​

​

• Use of hosts/faces people recognize: By featuring recognizable hosts who had already built a connection with the audience, the fitness brand was able to continue building stronger trust, credibility, and authenticity.​

​

• Visual stimulation: Each video used in the campaign was filled with subtle visual elements like logos, subtitles, effects, and dynamic transitions that helped maintain viewer attention from beginning to end.​

​ • The videos were edited in a fast-paced style, with no unnecessary or irrelevant segments.​

​

Lastly, the creatives focused on humor, making it entertaining and engaging for users who discovered their content. ​

​ This refined content approach delivered through the In-Feed Ads format, was central to the campaign strategy and to building important relationships with potential customers.​

​

​

The results

Outstanding conversion results transforming TikTok into the brand's highest performing sales channel​

Aiming to increase awareness and conversions through an authentic, content-driven campaign, FitnessX and Naturlig Branding achieved major success. The campaign reduced advertising CAC by 79%, increased conversion rates by 500%, and achieved over 20 million impressions.​

​

With a solid organic strategy in place, FitnessX was able to roll out high-converting performance ads featuring strong offers, effectively turning TikTok viewers into new members.​

​

Another key driver of the campaign's success was consistency. By featuring the same two recognisable faces across the campaign content, they were able to build a strong personal connection with their audience.​

​

This campaign is a key example of the importance of creative quality and relevance. By understanding their audience and delivering high-quality, thoughtful content through TikTok-native ad formats, FitnessX was able to achieve outstanding campaign results and business growth, making TikTok their best-performing sales channel within their social media marketing efforts.​

​

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.