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Optimizing for Success: How Vanquish Fitness Improved Paid Social ROAS by 37% with Fospha

Vanquish Fitness is a UK-based activewear brand known for its premium gym and fitness apparel, which combines performance and aesthetics. The brand quickly developed a loyal community and customer base with their #VQFIT movement, but as they sought to continue expansion, Last Click attribution emerged as a barrier to growth. Like many scaling brands, they lacked the data they needed to optimize their channel mix and their efficiency metrics were suffering.

With Fospha’s full-funnel attribution, Vanquish Fitness were able to successfully rebalance their digital strategy and drive incredible efficiency improvements, and improve Paid Social ROAS by 37% year-over-year.

Here's how they did it:

Vanquish Fitness

Image Credit: Vanquish Fitness

Last Click VQ Fitness

Vanquish Fitness onboarded with Fospha at the end of January 2024 with YoY data from day one, enabling immediate optimizations.

Vanquish Fitness were heavily invested in Conversion activity in Meta, with this receiving a large majority of their total marketing budget. As they continued to scale, they began to run out of headroom to spend in Meta and their efficiency metrics showed the strain.

They knew they needed to diversify their channel mix, but before Fospha they simply didn’t have the data to inform these decisions. Last Click attribution significantly undervalues impressions-based channels like TikTok. Fospha revealed that Last Click had captured just 3.5% of the conversions that Fospha was able to attribute to TikTok by taking into account impressions, clicks, and eCommerce data.

Equipped with Fospha’s full-funnel attribution, the marketing team was able to diversify their channel mix with confidence and justify spending more in top of funnel channels and campaigns.

In the first 6 months after going live with Fospha, Vanquish Fitness followed the signals they saw in their data and reallocated spend from saturated Meta campaigns to TikTok and Google channels, scaling TikTok by 24% year-over-year (YoY). They also diversified their spending within Meta, spreading budget out across activities from Consideration through to Retargeting. The changes yielded brilliant improvements in efficiency metrics.

Impact

Vanquish Fitness saw brilliant efficiency gains YoY:

37%

higher Paid Social ROAS

30%

better Meta CPA

22%

higher TikTok ROAS
Vanquish Fitness Paid Social Efficiency

The adjustments to their marketing mix significantly improved the revenue efficiency of their Paid Social strategy. Despite reducing total spending on Paid Social by nearly 20% YoY, conversions increased and ROAS soared by 37% YoY. In short, the recalibrated marketing mix allowed them to achieve more with less.

By going full-funnel in Meta, the channel began performing far better. Meta delivered stable revenue and 30% better CPA YoY, despite a 27% reduction in spend.

TikTok performed optimally at higher spend levels and channel efficiency actually improved as the channel scaled, with channel ROAS up by 22% YoY. TikTok has also been particularly effective at expanding the customer base, with 67% of conversions from TikTok being new customers. This is unsurprising given TikTok’s rising popularity as a platform for product discovery.

Making Strides With Spend Strategist

Not only has Vanquish Fitness seen brilliant results so far, but they are equipped with all the information they need to continue optimizations to their channel mix.

Spend Strategist enables marketers to uncover headroom in channels and predict future conversions, ROAS and Revenue at different spend levels with high accuracy, providing a solid business case for budget scaling decisions. Using the tool’s interactive Saturation Curves, clients can visualize their remaining headroom for scaling channels while maintaining efficiency. Spend Strategist shows that there is still scope for Vanquish Fitness to scale TikTok, predicting that daily spend can grow a further 37% before triggering any decline in ROAS.

Spend Strategist Curve Demo

The saturation curve pictured above contains demo data.

Vanquish Fitness

Image Credit: Vanquish Fitness

In just 6 months with Fospha, Vanquish Fitness have achieved incredible efficiency improvements in their Paid Social strategy by tackling oversaturation in Meta and diversifying their channel mix.

With Fospha's full-funnel attribution and Spend Strategist at their disposal, Vanquish Fitness are poised to continue making huge strides in their marketing performance. We can't wait to see what they achieve next!

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