Table of Contents
About
Satvic Movement is a non-profit health education platform that offers Health Transformation Workshops with an aim to bring man close to Mother Nature. The workshops include Yoga, healthy living, delightful recipes and overall physical & mental health that comes from Vedas & scriptures. Their aim is to teach optimal health by simply changing food & lifestyle.
About 21 Day Yoga Challenge
As a part of their regular workshops, Satvic Movement has their yearly 21-Day Yoga Challenge, an online course. In this workshop, the participants practice Yoga along with an experienced trainer conducted live over zoom for 1 hour every day from 7.30 am to 8.30 am. Every session will have a combination of practising asanas and pranayama along with gaining deep knowledge of the yogic philosophy.
The benefits of participating in this 21-Day Yoga Challenge:
- Clear, glowing skin
- Increased flexibility
- Abundance of energy
- Weight control
- Excellent strength
- Amazing balance
The workshop fee is INR. 500/-
The Challenge/Goal
Having 3000+ registrations the previous year, Satvic Movement aimed for receiving 10,000+ registrations for 2021. The campaign period was for 45 days which included high visibility to the target audience with a clear call to action to register for the workshopThe Solution
Storytelling Approach
Stories of people who would love to do Yoga but needed help to make it easy to practice on a daily basis caught the attention of the audience
Video-Based Ads
The videos explaining the Yoga Challenge, and the benefits with clear CTA resulted in better conversions.
Meta Conversion API & Pixel
Ever since its inception, Facebook pixel now known as Meta pixel was the go-to tool to track website activity data on Meta. Lately, its effectiveness has been declining due to the controversial IOS 14 update, ad blockers, cookie blockers, and other masking tools.
Thanks to Meta’s conversion API, unlike Meta pixel which is a browser-side tracking tool, Meta conversion API is a server-side tracking tool which means your website visitors’ browser settings and performance don’t affect its tracking capabilities.
Combining both conversion API & pixel, helped us to get all the data we needed. The integration of which gave better results & higher CTR (Clickthrough Rate).
Lookalike & Custom Audience
With the data from the earlier campaign it allowed us to exploit the Lookalike and custom audience features. We combined the following audiences in a single ad set which gave us a broader audience to run the ads.
- Lookalike & Custom audience of the website visitors
- Lookalike & Custom audience of the engaged users on Instagram
- Lookalike & Custom audience of the engaged users on Facebook
- Lookalike & Custom audience of the customer database of earlier registrations
This resulted in lower cost per landing page view and increased conversion rate on the website, thus raising our ROI.
Google Search Ads
Many times, people will see the ads a few times & later decide to signup. They will end up searching in Google for the 21-Day Yoga Challenge. We ran Google Search Ads for specific search keywords which resulted in good conversions.
The Results
The 45-day campaign was successful with the following metrics.
Conclusion
The success of a digital marketing campaign depends on clear messaging, catchy creative & meticulous media planning. At Pixel Studios, we bring the elements together to ensure the success of your digital marketing campaign. Reach out to us to discuss your next campaign.
