Driving sign ups with smarter social media strategy
Client
About
Yoga Movement is one of Singapore’s most recognisable boutique fitness brands, known for making yoga feel contemporary, approachable, and embedded in everyday city life. With a growing studio footprint and a strong lifestyle-led identity, the brand has built a loyal audience across both seasoned practitioners and newer customers entering the category.
To support its next stage of growth, Yoga Movement partnered with MajorForm to strengthen its paid acquisition efforts. The focus was on creating a more disciplined performance marketing engine, one that could improve efficiency, support always-on demand generation, and deliver against specific growth initiatives with clearer strategic intent.
Challenge
For fitness brands, acquisition is rarely straightforward. Consumer demand can be influenced by seasonality, pricing sensitivity, competitive offers, location convenience, and shifting intent across different audience segments. For Yoga Movement, this meant paid media needed to work harder to attract and convert prospective customers in a crowded market.
The challenge was twofold:
To improve the efficiency of always-on campaigns driving class pack sign-ups
To support campaign-specific objectives such as teacher training recruitment, where the target audience and consideration journey were different.
This required a more deliberate approach to media structure, audience strategy, and optimisation so that performance could improve without losing sight of the broader brand context.
Performance Marketing Highlights
How a structured paid media overhaul improved Yoga Movement’s acquisition efficiency
In a crowded fitness market, driving efficient customer acquisition requires more than simply keeping campaigns live. With consumers choosing between boutique studios, gyms, and a growing range of fitness alternatives, Yoga Movement partnered with MajorForm to improve the structure and performance of its paid media acquisition programme, with a focus on driving stronger results for class pack sign-ups.
To achieve this, MajorForm implemented a more disciplined paid media approach across campaign structure, audience segmentation, and optimisation strategy. In addition to strengthening always-on acquisition, we also supported priority initiatives such as the brand’s teacher training campaign, which required a different audience and conversion approach. The result was a more effective acquisition engine that improved efficiency and contributed to better business outcomes over time.
Increase in
Page Views
Results
+313%
+11%
+200%
Increase in
New Users
Increase in
Purchases
Generating first-wave demand for Yoga Movement Teacher Training
As Yoga Movement prepared to launch its first teacher training programme, the brand needed to generate awareness and demand for a new offering that had not previously existed in its portfolio. Unlike always-on class acquisition, this required introducing a higher-consideration product to the market, one that asked prospective customers to make a deeper commitment in both time and investment. Yoga Movement engaged MajorForm to support the launch by building a paid media approach focused on driving qualified leads for the inaugural programme.
MajorForm developed a lead generation strategy designed to balance awareness and conversion, helping the brand reach audiences most likely to be interested in deepening their practice or exploring a more serious pathway into yoga. By shaping campaign structure, audience targeting, and optimisation around lead quality and intent, we helped Yoga Movement create initial traction for its first teacher training launch and establish a foundation for future programme recruitment.
Cost Per Lead
Results
$20
48
Leads