Step Up Club -
paid social media ads

Step Up Club boosted its membership club subscriptions and got more sign ups for its premium professional coaching programs

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The Brief

Step Up Club is a digital membership for women interested in building, furthering or pivoting their career.

 

CFD was tasked with developing and executing a paid social media strategy to increase paid membership subscriptions and sign ups to the Step Up Club coaching program, Reset.

 

In the course of seven months, CFD created 22 campaigns, 61 ad sets and 129 ads to promote both services.

Approach

CFD developed a strategy that included testing of several targeting methods. It was unclear which interests would lead women to join Step Up Club’s paid subscription and join the Reset Program, so CFD explored several hypotheses about which interests could be relevant, including:

  • women with small children, who may find work/life balance challenging, or may need to pivot or change career,
  • women who were business owners/founders and might have met difficulties in business development or work/life balance,
  • women who were interested in the entrepreneurship and might have been looking for guidance on how to build a business,
  • women who recently changed jobs and might have encountered difficulties in adapting to a new working environment,
  • women who were looking for stress-management techniques to overcome challenges at work,
  • look-alike audiences based on Step Up Club current Facebook and Instagram subscribers and,
  • look-alike audiences  based on the Step Up Club current paid members.

     

    CFD also tested a free webinar as a lead magnet to get email addresses and contact details for those who would be interested in both services and created look-alike audiences based on that audience: it also served as a great sales tool separate to our campaigns.

Two screenshots of Facebook ads for Step Up Club. In one image, there is a woman standing with some text in black and a pink background. In another ad, the same woman is sitting down, and there is some text in black and a yellow background.
Two screenshots of Facebook ads for Step Up Club. In one image, there is a woman sitting on a sofa with children and in another ad, there is a woman at work speaking with two other colleagues.

ReSults

Campaigns reached 396,720 people, drove 1726 free webinar registrations, 22 new paid members and 17 Reset program registrations installations over the course of 7 months. Collective ROAS was 12x and Step Up Club was able to upsell webinar attendees and paid members into higher price point coaching programs for several months following ads, increasing LTV from paid efforts.
A screenshot from the Facebook Ads Centre, showing the name of the ad and the results, including the number of people reached, the amount spent and when the ad ended.
A screenshot from the Facebook Ads Centre, showing the name of the ad and the results, including the number of people reached, the impressions and cost per result.