SmartWorkout

The objective

Making an impact with meaningful content

SmartWorkout was founded in December 2020 by Christelle Hess and Lucas Griffon, former students of EDHEC Business School and finance professionals. Faced with busy schedules, the pair quickly realised that they needed to find a solution to train effectively.

This is how @smartworkoutpro was born, offering fitness enthusiasts a practical and high-performing alternative to the gym, with the ultimate goal of providing the best resistance bands for building muscles anytime, anywhere.

The brand produces a variety of native TikTok content, including tutorials, practical advice to care for the resistance bands, and street challenges such as ‘can you do five bicep curls for €50?’.

The solution

Increasing sales and brand awareness with Smart Campaigns

Primarily targeting France, SmartWorkout runs around 20 ads per adset, focusing on three content types; Brand awareness, which grabs maximum attention, such as street interviews; Conversion-focused ads tailored to TikTok, and specific content related to resistance band products to assist clients in maximizing their purchases.

SmartWorkout has also expanded its advertising to Germany, the U.K and Italy, producing all its content in-house. This allows SmartWorkout to be reactive while remaining faithful to its own brand story.

Beginning in July 2022, SmartWorkout’s original goal in advertising on TikTok was to increase sales with a prospecting campaign targeting a specific audience. However, in January 2023, the company switched gears, focusing instead on a combination of a Smart Campaign, a following campaign, and re-targeting.

Smart Campaigns are an end-to-end automated solution that maximise delivery outcomes with less manual input required from brands. The system produces multiple creatives and bids for auctions leading to stronger performance for campaigns. And while SmartWorkout’s prospecting and following campaigns are still live, it is the Smart Campaign that has produced the best results.

The results

Stretching its lead in a crowded field

In addition to increasing its Return on Ad Spend by 5, and 30 million video views, SmartWorkout also saw its community on TikTok grow by more than 100,000.

More than that, the business is also seeing massively increased brand recognition with people on the street recognising the SmartWorkout team from their street interviews.

My secret tip for TikTok success: I intentionally include a mistake in the conversion-focused ads to encourage interaction, which can be challenging with this type of content. Even as the CoFounder, I personally handle community management. I respond to all comments, offering discount codes, making jokes, and addressing objections with accurate answers. I genuinely believe that strong interaction is as vital as the TikTok content itself.

Lucas Griffon, Co-Founder

SmartWorkout