Thailand & Singapore's most premier boutique rhythm cycling and pilates studio

CHALLENGE

The 10 yr old Thai brand based in Bangkok was making its entry into the Singapore market for the first time. Intheloop Asia was tasked to plan a market entry strategy and execute social media marketing (Facebook / Instagram Advertising ) and Google Search engine marketing.

Intheloop’s Marketing Director, Marc Dass, flew to Bangkok to immerse himself in spin cycle and pilates training in the Thai studios to gain a better understanding of the brand and its customers. With no prior brand presente and customers Intheloop Asia had to work with local fitness market experience and model hypothesis combining insights from Thailand.

APPROACH

Inthellop conceptualised a media and open day music themed concept for the launch event of Absolue You at OUE downtown, to attract the initial cold traffic audience. The event achieved 243 riders at fill capacity throughout the day despite having no brand presence in Singapore. This was a key establishment of community and customer acquisition.

With the success of the 1st studio in OUE Downtown, Absolute You Singapore opened its 2nd studio in Peranakan Place. Using the learnings from the launch and Intheloop Asia created lookalike audiences and location based marketing to reach out to residents in the immediate vicinity of the studio. Cross promotional marketing mixed with bundles and contests were also used to successfully drive membership sales. Absolute You’s 2nd studio was near 100% capacity within 3 months of launch with waitlists from increasing customer traffic. The 3rd studio was launched in Suntec city in end 2019.

Email marketing and retargeting from data collected to expand customer numbers.
Adapted Thai creatives to localise for Singapore’s local context
Split testing multiple personas identifying the core audience modelled on current customers Cross border audience modelling based on insights and data collected from Bangkok
Location based targeting on Facebook and Instagram coupled with Google My Business optimisation
Used lookalike audience segmentation in Facebook
Executed display remarketing campaigns using audience list from Google Analytics

THE RESULTS

$223,000

ad spend

10X

Average
ROAS

8000+

Leads
generated