FITNESS
CLIENT
STRATEGY

A $350 home fitness product for two audiences of women, with three KPIs: acquire customers, remain profitable and drive sales.

• Three campaign tiers on every platform

  We planned awareness, traffic and conversion campaigns to run in parallel on each platform, with each stage feeding the next and retargeting closing the sale at the lowest possible cost. Lookalike audiences narrowed at each step: 6 to 10% at the top, 2 to 5% in the middle, and 1 to 2% at the bottom.

• Meta weighted for conversion efficiency

  Meta received 50% of the $1.5M monthly budget, or $750,000 a month, with 55% of it on conversion campaigns. Meta reaches older women with the disposable income to spend $350 on home gym equipment, which supports both acquisition and profitability.

• Pinterest and TikTok build upper funnel reach

  Pinterest and TikTok each received 25%, or $375,000 a month, focused on awareness and traffic in the first months. On Pinterest, the plan put standard pins and video in a 2:3 ratio in front of women aspiring to get in shape. On TikTok, it used creator collaborations, Spark Ads and TopView ads to reach users aged 30 and under.

• KPI and attribution plan per funnel stage

  We set success metrics for each stage: reach and low cost per thousand impressions at the top, click-through rate and cost per click in the middle, return on ad spend and cost per acquisition at the bottom. The plan tracks results with platform Brand Lift Studies, Google Analytics, UTM and DCM tags, and Shopify access to compare paid and organic performance.

A complete strategy handed to King and Partners, ready for immediate activation. It puts profitability first and is structured to scale.