Unbroken Case Study
In this case study, we share Unbroken’s journey with Social Directions Agency. We began working with them at the beginning of 2022. Below, we are looking back at what they achieved over 12 months.
About Unbroken
Unbroken is a CrossFit gym based in Colorado. They offer a range of classes across CrossFit, bodybuilding, gymnastics, and Olympic weight training. Unbroken also has classes for children and teenagers weekly. In addition to their classes, their knowledgeable coaches offer personal training sessions.
Members can either opt for memberships or pay as they go. They can attend classes, the open gym, or do a combination. The Unbroken coaches tailor workouts to suit everyone despite their age or fitness level and are proud to say they have something for everyone!
Their Goals When They Started With Us
Unbroken came to us with some goals to help them grow their member base and boost sales. These included building a community, increasing engagement on posts, and growing their social following. Like many businesses, they also sought advice on what to post and when to post and wanted to ensure the content they published was valuable.
What We Did to Help Them Achieve Their Goals
We began by laying down the foundations as we do with every client. This involved creating a strategy to help them achieve their goals in a realistic timescale. We made content pillars to ensure all content published on the accounts was valuable to the user.
This included videos talking through different workouts, inspirational and motivational video content encouraging people to join the gym, and general updates and events happening within the gym. We also made sure to implement content into our strategy to celebrate their members and their progress on their fitness journeys.
Ultimately, video content was prioritised with this client, which has paid off. We also made sure to use user-generated content (UGC). This not only helped us to get good assets from members, but Unbroken could show its members how much they appreciated them. When we began working with Unbroken, we looked after their Facebook and Instagram accounts.
Due to our success on those accounts, we recently began managing a TikTok account for them. Across the three platforms, we are publishing content almost every day of the week that increases Unbroken’s brand awareness and places them as a thought leader in the CrossFit space. Unbroken wanted to target 25-45-year-old males and females, so joining TikTok has allowed them to reach even more of their ideal audience.
The Results of Working With Us
With our strategy in place and working for 12 months, Unbroken’s overall social media reach on Instagram was increased by 190%
Most impressively, memberships have grown 100 % since they started working with us last January. New people are joining the gym, and potential customers are enquiring about classes and membership plans.
Beyond the numerical results, Unbroken has also established its brand identity and an aesthetically pleasing grid packed with valuable content for its followers. We are excited to continue working with Unbroken to see what further success lies ahead for them.
We are keen to continue to drive video content from their expert coaches and user-generated content. Additionally, we plan to start implementing influencer marketing to further connect with those who want to better themselves and join a community of like-minded, goal-orientated people.
Final Thoughts
If there is anything to take away from this case study, video and user-generated content are crucial for service-based businesses like Unbroken that want to encourage self-development and make people feel a part of something.
Being on the platforms where your business is important is also vital. For example, with Unbroken, going on TikTok was essential to reaching the younger part of its ideal audience, but also because working out and becoming your best self is a big topic on this app.