Successfully diversifying ad platforms

Client: Gym King

Journey Further and Gym King’s Paid Social audience strategy underwent an expansion throughout 2022.

A bespoke research and segmentation piece identified our most valuable target audience and, importantly, revealed where these users spend their time online; they over-index on Snapchat and TikTok. This knowledge, alongside other factors, compelled us to scale activity from 1 ad platform (Meta) to 3. Diversifying our ad platforms led to a 188% increase in revenue, despite facing an 8% decrease in investment. With remarkable improvements to efficiency, our activity more than tripled the number of new customers Gym King acquired within a quarter, and reduced the cost-per-site visit by 29%. The expansion was valuable in other ways too, including building brand salience and unlocking considerable new audience insight, which informed subsequent creative and copy development.