16x ROAS for a 4-figure fitness course

I was hired to create a series of video ads for lead generation on Meta platforms for a PT Course. Performance was measured through cost per lead and ROAS. Meaning the video had to connect deeply enough with the viewer and offer enough value so that the leads were better quality leads too.

Creative Ideation:

Two observations : 1. Growing interest in sour dough and people were using their skills future credits on bread making courses. 2. More people were starting small businesses and the adopting side hustles and gig culture especially for those interested in PT - this was a shared mindset.

The Insight:

Spending your Skillsfuture credit on a PT course has more earning potential and benefits than sourdough making. The angle was to "Make real dough with your skills future credit." The video ad results exceeded his goal of 10X ROAS with 13X ROAS in 2 weeks. And a following video ad surpassed that at 16X ROAS.

Video Edit:

Video hook was deeply relatable. Video message and copy provided had an energetic and punchy tone of voice. I wanted the edit to add to the punchy-ness and imbue the message with fiercely motivating and bold energy. This was achieved through captivating visuals, music selection, video pacing and animations.

To keep it engaging throughout, I broke up the video with bold text animations and bright block colours so the eyes are kept engaged.

Launch: from June 2023 (ongoing launches)

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Capturing a niche audience