summary
To capitalise on peak New Year demand, we developed and executed a targeted social media campaign focused on driving enrolments into Pilates Habit’s 6-week Reformer Pilates beginners course. By aligning creative, messaging, and timing with high-intent audiences, we converted seasonal motivation into committed sign-ups.
Here’s how we made the most of a short seasonal window to deliver a high-performing enrolment campaign.
our roles
challenge
For Pilates Habit, the New Year isn’t just busy, it’s foundational. Sign-ups during this period play a major role in filling classes for the months ahead. At the same time, while Reformer Pilates is growing in popularity, many beginners hold back, unsure if it’s the right fit or worried it may be too technical.
The 6-week beginners course was created to lower that barrier and build lasting habits. Our role was to position and promote this offer through organic social media, capturing local attention at peak motivation and turning interest into action.
insights
Performance data from our ongoing social media work highlighted two key opportunities: Reels as the strongest driver of discovery, and local Facebook Groups as a direct line to nearby, high-intent audiences.
By combining these channels, we could maximise exposure while keeping the campaign tightly focused on those most likely to convert.
solution
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To maximise impact during this high-intent window, we introduced an additional month of focused promotion alongside the studio’s ongoing social media activity. The strategy combined timely, founder-led posts in local Facebook Groups during the first week of January, taking a personal and relatable approach to engage nearby audiences.
We complemented this with a structured rollout of Reels across multiple formats, from short, visually engaging clips paired with detailed captions, to longer, founder-led videos with strong opening hooks. This multi-format approach enabled us to capture attention, communicate value, and reinforce the offer consistently throughout the campaign.
results
The campaign delivered strong performance across both reach and engagement, with a clear standout channel. While organic posts (Reels and carousels) generated 3,683 reach and 127 engagements, local Facebook Groups drove the most significant impact. Across just four posts, we reached 26,795 people and generated 232 engagements, effectively capturing attention within a highly relevant local audience.
This translated into 53 enquiries and 82 new followers during the campaign period. The demand generated was strong enough to prompt the studio to add additional classes to the 6-week program, along with two new beginner workshops to accommodate those who missed the initial intake.
new programme enquiries
new followers
people reached
Organic social media still has the power to drive real business outcomes, especially when it’s tailored to your local audience and aligned with key moments of demand. If you want to turn your social presence into a consistent source of enquiries, we’d love to help. Get in touch to see what’s possible.
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Dweebi
Digital Marketing Agency
& Creative Studio
As you get to know dweebi, you’ll get to see that we aren’t just your usual geeks. We’ve got the professional standards of a company but the heart and personability of your local go-to guys.
