FitX
FitX unlocks lower-funnel success using Smart+, achieving a 67% higher conversion rate and 31% more purchases.
Smart+ Outperforms All Other Lower-Funnel Strategies for FitX in Germany
Objectives
As a leading fitness chain in Germany, FitX sought to drive online conversions for gym memberships across its extensive network of fitness studios.To achieve its objective, FitX focused on driving conversions by using lower-funnel campaigns on TikTok to engage new audiences.
Solution
With limited experience designing and managing lower-funnel campaigns on TikTok, FitX set out to identify the most effective campaign setup for driving performance and improving overall cost efficiency.
To do this, FitX implemented a structured testing approach focused on lower-funnel performance. This involved launching four separate ad groups (each optimized for purchases) including Highest Value, Auction Complete Payment, Retargeting, and Smart+ (which automates campaign, audience, and other targeting settings).
As each ad group moved through the learning phase, the FitX team closely monitored the results and reallocated budget toward the top performers. This test-and-learn approach enabled FitX to target users from multiple angles while generating actionable insights about which campaign structure delivered the most efficient results.
In parallel, FitX embraced an upper-funnel brandformance strategy, including In-Feed Ads, to build awareness, reach new audiences, and drive engagement early in the customer journey.
To meet the high demand for creative assets, FitX built a tailor-made creator team for its TikTok channel. On top of this FitX also made use of TikTok's creative solutions, especially TikTok Creative Exchange, which connects advertisers with vetted creative partners who specialize in producing high-performing TikTok ads.
Results
By delivering the right ad to the right user, FitX's Smart+ campaign outperformed the other three groups by a wide margin, achieving a 67% higher conversion rate and driving 31% more purchases than the next best performer.
In terms of cost efficiency, Smart+ achieved a 50.3% lower CPA (Cost Per Acquisition) than Retargeting, 60% lower than Auction Complete Payment, and 63% lower than Highest Value.
What's more, Smart+ delivered a remarkable 86% lower CPA than the German fitness industry average on TikTok, demonstrating the power of Smart+ to drive conversion at scale and outperform traditional ad targeting strategies on cost of acquisition.
As part of our testing, we were able to establish an ideal campaign setup for us. By integrating Smart+, we were able to reduce our CPAs by up to 50%.