$1.8M More Revenue, $1M Less Spend: Leading Fitness Academy Unlocks Efficiency
Results
Services
Starting point
A leading name in fitness education, found themselves at a critical juncture at the close of 2023. After missing their revenue targets and grappling with an inefficient digital marketing structure, they initiated an RFP to find a partner capable of spearheading their business transformation. We reengineered their marketing funnel, introduced new channels such as influencer marketing, and revolutionized their measurement frameworks. The results were extraordinary: customer acquisition costs (CAC) plummeted from $387 to $256, hitting 116% on revenue targets, and netting $1.8 million in additional revenue—all achieved with a $1 million reduction in ad spend.
Solution
Halo Effects Of Influencer Marketing
Leading fitness academy had never leveraged influencer marketing prior to partnering with Power. Together, we launched a robust influencer program, particularly on TikTok, which became a game-changer. The assets created from this program drove remarkable cost-per-lead (CPL) efficiencies, cutting the CPL from $168 to just $48, while lead conversion rates improved by 52% year-over-year. The introduction of influencers didn’t just benefit TikTok—it had a halo effect across paid social campaigns, amplifying brand visibility and engagement. This strategic addition unlocked new customer segments and deepened engagement, demonstrating how the right influencer partnerships can drive business transformation.
Reengineering Marketing Funnel & Measurement
Previously, marketing efforts were siloed and heavily dependent on outdated attribution models like GA4 and last-click, leading to inefficient budget allocation. Power redefined their approach to performance measurement by conducting 11 multi-market tests (MMTs) that revealed new insights into channel incrementality. We identified underfunded but highly incremental platforms, including Meta and TikTok, and shifted budgets away from over-reliance on remarketing. By flipping programmatic spend to a top-of-funnel strategy and expanding into channels like YouTube TV and non-brand search on Bing, we rebuilt their entire funnel. This recalibrated strategy delivered a 31% increase in Q4 blended ROAS and allowed the business to achieve their 2024 growth goals with precision.
