How did YOGA International get 3,510 new trial members?
20 October 2019
Find out how this online yoga studio ran poll ads in their Instagram stories, consequently resulting in 3,510 potential new members registering for a free trial membership!
Yoga International offers more than 2,000 classes online for people of all levels from beginners to qualified yoga instructors anyone can join in. With mobile and TV apps members can access classes and multimedia content on yoga, such as meditation and mindful living tips that you can stream from any device. Instagram and Facebook have helped take us from a small concept to a fully-fledged global business. We are able to share our love of yoga with people across the world through social media platforms such as Instagram and Facebook, and our business more than quadrupled since they became our main sources of customer acquisition. In total, we have added about 40 new jobs to our Honesdale, Pennsylvania headquarters. - Todd Wolfenberg, CEO, YOGA INTERNATIONAL.
Yoga international wanted to increase membership globally by enticing people with a free trial membership. They did this by utilising interactive storytelling on Instagram. Instagram is a huge platform with 1 billion active users each month, Yoga International worked alongside digital agency KlientBoost on a campaign to generate free trial membership sign-ups worldwide. In order to achieve this goal, KlientBoost suggested that the business try out interactive poll sticker ads on Instagram stories. Yoga International and KlientBoost worked together to develop multiple ads; photo ads, video ads with GIFs, and regular video ads. Having a selection of ad creative helps to keep the content fresh for viewers, keeping them engaged. Yoga International then created a poll that asked “Want 30 days free unlimited Yoga streaming?” possible answers included “Yes” or “Heck Yes”. the poll was shown alongside images or people streaming yoga on their TV holding a pose on their mat. Potential subscribers swiped up to register for a free trial. The team directed the ads towards people who would potentially be interested in Yoga content, for example, people who spent some time on the company website, follow the account or had previously begun a registration and abandoned it before submitting. It also showed the ads to Lookalike Audiences based on a custom audience made up of people worldwide who had completed the trial membership registration. The team also selected campaign budget optimisation, which allowed Instagram to give the highest budget to the best performing ads. Due to the success of this Yoga International has added 40 new employees. The trial memberships campaign, which ran from 15th July- 31st July resulted in the following;
3,510 new trial members
21% decrease in cost per registration
18% of sign-ups during the campaign were poll ads
This blog was originally taken from Instagram to read more about Yoga internationals success visit their website and maybe even sign up for a trail!