The main objective of the campaign was to significantly increase the number of Ultra GYM subscribers, that is, to achieve more active memberships from the gym. It also sought to improve customer lifetime value (LTV), ensuring that new subscribers stayed engaged longer. All of this, while maintaining a positive Return on Advertising Investment (ROAS) to ensure the profitability of the strategy.

The strategy focused on attracting new members with incentives and keeping them active through constant communication:

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• Special Enrollment Promotions: Limited-time offers were launched for new members (for example, 20% off the first monthly payment or removal of the registration fee). These promotions, communicated in advertisements and social networks, created a sense of urgency and attraction, motivating potential customers to subscribe for the duration of the campaign.
• Marketing automation: Automatic email and SMS flows were implemented to follow up on both prospects and new subscribers. For example, those who requested information immediately received a welcome email with a free trial pass, and new members were added to a sequence of emails with training tips, class reminders and motivation, increasing their involvement with the gym.
• Social media content and testimonials: Ultra GYM reinforced its presence on Instagram, Facebook and YouTube by sharing relevant content: exercise routines, fitness challenges, member success stories and real testimonials. This organic content complemented paid promotions, building trust in the brand and keeping the community excited and informed.
• Locally Targeted Advertising: Ads were routed on Facebook/Instagram Ads and Google Ads geographically focused on the radius of influence of Ultra GYM branches. The segmentation was adjusted to people with interests in fitness and health, and the creatives highlighted both the special promotions and the differentiators of the gym (state-of-the-art equipment, varied classes, certified trainers).

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• More subscribers: The number of new memberships increased by around 35% during the campaign period, exceeding the proposed goal. This meant a strong boost in Ultra GYM's customer base within a few months.
• Higher LTV of customers: Thanks to follow-up and loyalty actions, the average customer's lifetime value grew by approximately 15%. The subscribers attracted during the campaign remained active longer and used more services (group classes, personal training), increasing their business value.
• Successful ROAS: The campaign achieved a ROAS close to 5:1. For every peso invested in advertising, ~5 pesos were returned in revenue from new subscriptions. This high performance ensured that the growth in subscribers was profitable and sustainable.