FITNESS
CLIENT
STRATEGY
Full Funnel Paid Social · King and Partners · June 2022
A full paid social strategy deck built for a home fitness equipment brand via external digital agency King and Partners. Three-platform approach across Meta, Pinterest, and TikTok with full funnel campaign architecture, audience segmentation, and budget allocation.
The Brief
Acquire.
Retain.
Scale.
King and Partners engaged VHS Digital to build a comprehensive paid social strategy for a home fitness equipment brand — a product selling at $350, targeting women aged 25 to 65 who prioritise strength, wellness, and body composition.
The client's three KPIs were clear: acquire new customers, remain profitable, and drive sales. Our job was to architect a full-funnel paid social strategy across three platforms that delivered against all three simultaneously.
Client KPIs
Expand the addressable audience through upper and mid funnel campaigns, lookalike modelling, and interest-based targeting.
Prioritise Meta for its proven ROAS efficiency. Allocate TikTok and Pinterest to awareness and traffic roles in the first months.
Conversion campaigns with DPA, evergreen ads, and special promotions targeting 1 to 2% lookalikes of the highest-converting CRM audiences.
Audience Segmentation
Two audiences.
One funnel.
The product serves two distinct female demographics with overlapping wellness interests but different motivations. Each required its own keyword strategy, creative angle, and platform weighting.
Career-focused women who may be less active due to office work or multiple responsibilities. Primarily motivated by aesthetics — looking toned, defined, and feeling good. Seeking convenient, WFH-friendly equipment to complement gym sessions.
Women aiming to improve pelvic strength and recover from injuries. Pelvic strength may be lost through pregnancy or age and is important for bladder, uterus, and bowel function. The product also doubles as physical therapy equipment depending on intensity levels.
Budget Allocation
$1.5M.
Three platforms.
One strategy.
Total monthly budget of $1.5M allocated across three platforms, weighted toward Meta for conversion efficiency while using Pinterest and TikTok for upper funnel reach and audience building.
Tried and true platform for driving sales. Age ranges skew higher, reaching the older demographic with disposable income and willingness to spend $350 on home gym equipment.
Inspirational platform well suited to upper funnel. Strong for awareness especially among women aspiring to get in shape. Standard pins and video at 2:3 ratio drive discovery.
Skews younger, reaching the 30 and under crowd. Content strategy focuses on aesthetic benefits and consistent creator collaborations. Three-pronged pixel testing: Page Visit, Add to Cart, Purchase.
Campaign Architecture
Top. Mid.
Bottom.
Each platform runs three campaign tiers simultaneously. The architecture is designed so awareness feeds traffic, traffic feeds retargeting, and retargeting closes at the lowest possible cost per acquisition.
Measurement Framework
How we
prove impact.
Success metrics were defined per funnel stage. Attribution was tracked via platform Brand Lift Studies, Google Analytics, UTM and DCM tagging, and third-party Shopify access for cross-referencing paid vs organic performance.
Creative Strategy
Right format.
Right funnel stage.
Creative formats were matched to funnel stage and audience intent. Each format serves a distinct role in the customer journey from introduction through to purchase decision.
Highly engaging, perfect for educating potential customers on the product's patented technology and unique value proposition. Best for TikTok and Meta Reels reaching cold audiences.
Scrollable format displaying multiple product views and short headlines. Creates engaging content that is easy to digest at first glance, ideal for retargeting warm audiences.
Still images are tried and true for lower funnel. Users can click straight through to purchase. Branding must be communicated clearly in the image or copy. Includes DPA and product tag formats.
What We Delivered
Turnkey.
Ready to run.
The full strategy was delivered to King and Partners as a comprehensive, executable paid social playbook. Every element below was built and handed off for immediate campaign activation.
Three-tier campaign structure across awareness, trafficking, and conversions with per-platform budget allocation and rationale.
Two detailed audience segments with age demographics, keyword lists, brand targeting, and motivational positioning.
Per-platform strategies for Meta, Pinterest, and TikTok including format specs, campaign types, and first-month budget templates.
Full measurement plan with success metrics per funnel stage, attribution methodology, and third-party tracking setup.
The Outcome
for scale
from day one.
VHS Digital delivered a comprehensive, platform-specific paid social strategy that gave King and Partners a clear, executable roadmap for their fitness client. The strategy prioritised profitability through Meta's proven conversion efficiency while using Pinterest and TikTok to build the top-of-funnel audience pipeline needed for long-term sustainable growth.
This project demonstrates VHS Digital's ability to operate as a strategic partner to external agencies, delivering senior-level paid social thinking on demand.
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