How PAC was Swimming in Success with 53% More Sign-Ups Than Target Pre-Launch

The council's objective was to effectively communicate the myriad benefits of PAC to the local community, ensuring wide awareness and engagement pre-launch. Rocket was challenged to promote the facilities and drive up the number of membership sign ups, as the main point of conversion. This task required a nuanced understanding of the local community's interests and preferences, coupled with an effective multichannel digital marketing strategy.

Rocket Agency adopted a multi-faceted approach, leveraging both Facebook (Meta) Ads and Google Ads to reach a broad yet targeted audience.

Multi-Campaign Approach:

• Search Ads: Focused on brand, competitor, and generic swim-related terms. Optimal keywords and copy were tailored to highlight service quality for swim-related ads and facility features for gym ads. Swim campaigns also helped drive gym conversions.
• YouTube and Display Ads: Aimed at raising awareness and driving conversions through compelling creative content.
• Facebook Ads: Played a crucial role in connecting PAC with potential gym members who were not actively seeking gym memberships. The campaign structure was multi-layered, targeting various user motivations.

Optimisation Strategies:

• Age and Gender: Targeted the most responsive demographics. Based on results, females aged 25-44 were given particular focus. 
• Creative Content: Tested static vs. animated ads, with static ads proving more effective in driving conversions at a lower cost per signup. Moreover, creatives featuring female-focused images yielded higher engagement and conversions.
  
• Conversion Probability: Focused on the swim (pool) ad group within the gym campaigns for higher conversions.
• Channel Purpose: While the Search Ads budget was directed to on Bottom of funnel campaigns, the Facebook Ads budget was split with 90% budget spent on Top of funnel campaigns and the rest distributed between middle and bottom of funnel campaigns.