YOGA INTERNATIONAL

The online yoga studio ran poll ads in Instagram Stories, which resulted in registering 3,510 potential new members for free trial memberships.

THE STORY
Streaming mindfulness

Yoga International offers more than 2,000 yoga classes online for people of all levels, from beginners to teachers. With Yoga International’s mobile and TV apps, members can access classes and multimedia content on yoga, meditation and mindful living from any device, including phones, tablets and TVs.

3,510

new trial members

21%

decrease in cost per registration

18%

of signups during campaign were from poll ads

Instagram and Facebook has helped take us from a small concept to a full-fledged global business. We are able to share yoga with people all over the world through Instagram and Facebook, and our business has more than quadrupled since Instagram and Facebook became our number one source of customer acquisition. In total, we have added about 40 new jobs to our Honesdale, Pennsylvania headquarters.
TODD WOLFENBERG, CEO, YOGA INTERNATIONAL
THE GOAL
Signing up yogis worldwide

Yoga International wanted to increase memberships globally by inviting people to sign up for a free trial membership.

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THE SOLUTION
Interactive storytelling on Instagram

Yoga International worked with digital agency KlientBoost on a campaign to generate free trial membership signups worldwide. To accomplish this goal, KlientBoost suggested that the business try out interactive poll sticker ads in Instagram Stories.

Yoga International and KlientBoost worked together to create multiple ads: photo ads, video ads with GIFs, and regular video ads. Having a variety of ad creative available helped keep the ads fresh for viewers.

Yoga International then created a poll that asked, “Want 30 days of free unlimited yoga streaming?” Possible answers include “Yes” or “Heck Yes.” The poll was superimposed over photos or videos of people streaming yoga on their TV or holding a pose on their mat. Potential subscribers swiped up to register for the free trial.

The team showed the ads to people interested in yoga and people who spent time on the company website or who had abandoned the registration before they submitted it. It also showed the ads to a lookalike audience based on a Custom Audience made up of people worldwide who had completed the trial membership registration. The team also selected campaign budget optimization, which allowed Instagram to give the highest budget to the best-performing ads.

Yoga International has added 40 new employees, in large part because of its overall success on Instagram and Facebook. The trial membership campaign, which ran from July 15–August 31, 2019, resulted in:

  • 3,510 new trial members

  • 21% decrease in cost per registration

  • 18% of total signups during campaign came from poll ads, which had a smaller budget

Traditional ads in Instagram Stories are great, but the addition of the polling stickers are a game-changer. Polling stickers add an “organic” feel and it is this layer of authenticity that we believe causes them to perform so well, even for lead generation and direct response. Using polling stickers has provided tremendous value for our client, driving significantly more conversions at a lower cost.
MATTHEW NELSON, DIRECTOR OF PAID SOCIAL, KLIENTBOOST