Brand Overview

Yogarise London is a family-run yoga and Pilates studio operating across several London locations. Since launching in 2014, the brand has expanded into teacher training, workshops, retreats, and online classes while maintaining a strong community-led identity.

Despite a loyal following and active social channels, bookings were not fully reflecting the level of engagement. Posts generated likes, comments, and shares, but there was no clear path from Instagram discovery to class purchase. The brand had visibility and warmth, but lacked a structured funnel that turned interest into action.

The challenge was to bridge the gap between social media engagement and real-world bookings. Potential customers enjoyed the content but were not consistently moving toward memberships, workshops, or class sign-ups. The task was to clarify the customer journey from scroll to studio while preserving the brand’s approachable, community-focused tone.

My Role and Approach

As a content and funnel strategist, I developed a paid ads and conversion strategy designed to:

• Turn Instagram engagement into measurable bookings

• Create a clear path from content to purchase

• Introduce automated email nurturing for retention and upsell

• Align paid ads, landing pages, and messaging into one system

The approach centred on simplifying the customer journey. Rather than pushing sales immediately, the strategy moved users through a structured funnel: discovery, consideration, then booking. Community content remained central, but it was reframed to highlight outcomes, benefits, and next steps.

What I Delivered

Paid Ads Strategy

Adjustment 1: From product-focused ads to problem-first messaging

Original ads pushed the product directly.

New creatives opened with relatable pain points.

Example awareness ad (short-form video)

Visual: Morning routine clips, applying serum

Text overlay:

“Your deodorant is blocking sweat. Not fixing odour.”

“Time to switch.”

Caption:

Natural doesn’t have to mean ineffective. Our underarm serum neutralises odour without aluminium or harsh chemicals.

CTA: Learn more

This reframed the product as a solution rather than an item.

Adjustment 2: Education-based consideration ads

Many women hesitate with natural deodorant due to past bad experiences. Ads were created to address this directly.

Example carousel ad

Slide 1:

“Why most natural deodorants fail”

Slide 2:

Blocking sweat vs neutralising odour explained

Slide 3:

How Bloom & Bare’s serum works differently

Slide 4:

Real customer testimonial

Caption:

If you’ve tried natural before and it didn’t work, this might be why.

CTA: See how it works

This reduced scepticism and built credibility.

Adjustment 3: Conversion retargeting ads

Users who viewed products, added to cart, or watched 50%+ of videos received direct-response ads.

Example retargeting ad

Headline:

Still thinking about switching?

Body text:

You checked us out recently. Our natural serum is derm-tested, aluminium-free, and designed for real results.

CTA: Try it risk-free

Urgency was introduced softly through limited stock and membership perks.

Email Marketing System

Adjustment 1: From generic brand content to benefit-led Reels

Original content focused on atmosphere and community but lacked a clear reason to book.
New ads introduced stronger outcomes and benefits of classes.

Example awareness ad (Reel)
Visual: Morning class clips, teacher greeting students
Text overlay:
“ Are you feeling stiff, stressed, or stuck at your desk all day?”
“it’s time to move, breathe, reset.”

Caption:
Your first class doesn’t need to be intimidating. Beginner-friendly sessions run daily across our London studios.
Tap to view this week’s schedule.

CTA: View timetable

This shifted messaging from lifestyle imagery to a relatable problem and a clear next step to the solution. 

Adjustment 2: Consideration ads highlighting class types
Many followers didn’t know which class to choose. Ads were created to guide decision-making.

Example carousel ad
Slide 1:
“Are you new to yoga?”
Slide 2:
Slow flow and beginner classes were explained
Slide 3:
Pilates for strength and posture explained
Slide 4:
Weekend reset workshops shown

Caption:
Not sure where to start? Here’s what each class feels like and who it’s for. Save this and book when ready.

CTA: Explore classes

Adjustment 3: Conversion retargeting ads
Users who clicked or watched videos received direct booking prompts.

Example retargeting ad
Visual: Full class in progress
Headline:
Spots left this week

Body text:
You checked out our classes recently. Ready to join us?
Book today and get your first session this week.

CTA: Book now

This created urgency without aggressive sales language.

Results (Simulated Projection)

• Click-through rate increase: +35%

• Conversion rate lift: +2–3%

• Email open rate: +49%

• Revenue increase: +65%

These projections reflect expected outcomes from improved funnel clarity, retargeting, and email automation.

Outcome

The studio moved from content-led engagement to a structured conversion system. Ads, landing pages, and emails worked together rather than separately. Community content remained central, but each piece now guided users toward booking. The result was a clearer path from interest to action and a more consistent flow of class sign-ups.

Reflection

This project reinforced how often brands rely on engagement without building the systems needed to convert it. Once messaging, ads, and booking journeys were aligned, growth became more predictable with YogaRise.

It also showed that conversion strategies can work without losing warmth. For community-driven brands, the most effective approach feels supportive and clear rather than overly sales-driven.