The Sanctuary Group (Sports Studios): Structure Their Acquisition Model and Generate +950 Conversions in a Few Months

Created in 2013, The Sanctuary Group sets up innovative sports and well-being concepts.

The Sanctuary Group now has 6 brands and 8 studios.

The three biggest brands, The Circle, Aqua By and Poses, called on Growth Room for our offer Growth Ads.

The objective of our mission:

• Tracking and Analysis: Review the tracking of all The Sanctuary Group brands so that conversions increase for each studio
• Implement an effective acquisition model for each brand in order to increase booking volume, while maintaining a good ROAS (Return On Ad Spent)

Two levers have been activated: Google Ads and Facebook Ads

Our results on Google Ads and Facebook Ads campaigns:

• +972 conversions (session bookings)
• Additional turnover of 37K € (not including sponsorships)
• ROAS at 2 while increasing expenses

A very good collaboration: Renaud Nataf, Founder & CEO of The Sanctuary Group testifies to this and does not hesitate to recommend us: “We've been moving forward with them for several months, and it's a game changer for us.”

1. Analysis of existing strategies for each account (Le Cercle, Aqua By and Poses)

First, we audited the accounts and campaigns previously launched and carried out an analysis.

This audit allowed us to highlight the optimizations to be made:

• Rethinking the architecture and tracking to be able to effectively monitor the conversions of the group's various brands
• Apply an effective media strategy for each brand in order to develop their reputation and ensure an optimal occupancy rate
• Detect campaigns with great potential and therefore to be optimized

2. Structuring tracking and harmonizing advertising accounts

The problems observed:

• A global tracking problem that did not allow us to have a vision of the right KPIs for each studio (use of a foreign ERP)
• A Conversion Attribution Problem for Each Studio
• An unequal distribution of advertising spending

What we have put in place:

• Structuring tracking that allows visibility on all data and KPI's (Key Indicator Performance)
• Implementation of a Google Data Studio dashboard in order to effectively monitor the performance of the various levers
• More equitable allocation and budget distribution for each brand

Optimizing, Creating and Launching Campaigns

We created, managed and optimized acquisition campaigns. What we are implementing at Growth Room is part of a more global customer experience process in order to generate maximum performance. So it's the AARRR funnel (acquisition, activation, activation, retention, revenue and recommendation).

In the case of The Sanctuary Group, we initially focused on The acquisition And Activation. We Then Intervened on the Retention And the Recommendation.

After an in-depth analysis of the campaigns, we optimized the most efficient campaigns and then launched new acquisition, retargeting and re-engagement campaigns.

The structure of the campaigns is presented in the same way on each account:

• Acquisition campaign: Make Brands Known to a New Audience in Order to Gain Visibility and Generate as Many Bookings as Possible
• Retargeting campaign: Target people who have already interacted with The Sanctuary Group but who have not acted.
• Reengagement campaign: Target Existing Customers by Offering Them Offers and Loyalty Packs

Google Ads

Before the start of our support, several campaigns had been launched with the aim of conversions (store visits and subscriptions via the website).

We optimized the conversion events in order to reduce the costs per conversion by launching the three campaigns (acquisition, retargeting and re-engagement).

Our results for Google Ads campaigns:

• +278 conversions
• ROAS at 2.14

Facebook Ads

We created campaigns that were consistent over time to convert all year round.

We started with cold, interesting audiences and then moved on to similar audiences as quickly as possible.

Our results for Facebook Ads campaigns:

• +694 conversions
• CTR: 1.5% overall
• ROAS 2

Examples of Facebook and Google Ads:

Assessment and Next Steps

After five months of operational support, we enabled The Sanctuary Group to obtain more than 972 conversions and increased ROAS, despite the acceleration of advertising campaign budgets.

Our next steps:

• Deployment of a more ambitious roadmap on the group's strong brands by taking advantage of strong seasonality
• Definition of a media empowerment strategy for younger brands
• On Google Ads, the objective is to consolidate what already exists and to develop off-brand campaigns in order to generate more conversions.
• On Facebook Ads, the objective is to consolidate the structure and to develop and find new audiences to generate new bookings.

If you also want to benefit from Growth Ads Support, do not hesitate to contact us at welcome@growthroom.co Or make an appointment with our experts directly on the site Growth Room