YBell Fitness Social Media Advertising Case Study
Challenge
YBell Fitness is a global fitness products and education company founded in Australia in 2018. The YBell is an award-winning fitness tool that combines a kettlebell, dumbbell, double grip med ball, and push-up stand in a single piece of equipment. After launching with retail sales at Rebel Sports in Australia, YBell Fitness grew through international distribution into 41 countries using a brochure-style website. Their goal was to expand into North America by converting to a global e-commerce website and implementing a multi-pronged digital advertising solution. Their challenge was threefold. YBell Fitness needed to establish a legitimate e-commerce presence, increase brand awareness, and generate conversions quickly. The North American launch coincided with the beginning of the COVID-19 pandemic in the US, so there was high demand for fitness equipment that could be used at home or outdoors.
Solution
Delegator learned about the YBell product, its story, and target customers by comprehensively studying the current website and marketing materials, researching the fitness marketplace, and speaking in depth with the head of worldwide sales and marketing. Combining this information, we built the best strategy to reach prospective US customers online. After evaluating Google, Facebook, and several niche platforms, we identified Facebook and Instagram as the ideal combination for visual product discovery and education. Although there is search intent for fitness equipment, the visual benefits of Facebook and Instagram edged out Google as the right platform for introducing a newly designed fitness product to the market. We built the Facebook Ad account from scratch, identified pre-built Facebook audiences to test, and worked with the YBell Fitness team to create ads that were consistent with the brand’s voice and style. How We Did It Finding the best audiences was an immediate first step. These audiences included: Interest Targeting: People who have liked these pages and similar topics Peloton, TRX, Crossfit, Rogue Fitness Demographic Targeting: People who have listed their job title on Facebook Personal Trainer/Fitness Industry Lookalike Audiences: Audiences generated by the Facebook algorithm. Lookalikes are a new, expanded audience of people with similar attributes, behaviors and demographics to the existing customer data. Remarketing Audiences: Automatically generated by the pixel that tracks user’s web browsing history on YBellFitness.com Creating compelling ads was another important development aspect. We made sure to use all of the available advertising types that Facebook had to offer. We found success in carousel ads that featured text, videos, and photos of people using YBells to work out. Because of the YBell’s unique design, we recognized that creative featuring the product in use generated a much higher level of engagement. Campaign budgets were the third important variable for success. We wanted to make sure that the campaigns would generate sales and not waste ad budget on low-performing audiences targets or ad creatives. After three weeks with unprecedented success, we recommended increasing budgets in each following month. These gradual increases in budget allowed us to monitor the growth, spend, and success of each individual campaign as we scaled up.
Results
After 9 weeks of development, the new YBell Fitness website and digital solution were launched in June 2020. In our experience, we have seen that it often takes a short testing period for campaigns to develop and showcase success, but we saw immediate results. In the first 3 weeks a return on ad spend of 8.5x was generated, and we have seen continuing growth from there.
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