Form Studio
Turning a boutique pilates studio into a waitlisted community.
2,400 waitlist sign-ups before opening day
- Client
- Form Studio
- Services
- Social strategyContent creationPerformance marketing
- Timeline
- 5 months
- Platforms
- InstagramTikTok
Form Studio is a Lisbon pilates brand that grew from one studio to four. We filled the new rooms before the paint was dry.
[01]
The challenge
Form's first studio was full, but almost nobody outside the neighbourhood knew it existed. Three new locations were opening within five months, and the founders needed paying members, not likes.
[02]
Our approach
We documented the build of each studio as a series, gave every instructor a recurring format of their own, and ran location-targeted founding member campaigns with a 72 hour countdown. Every single post pointed to one action: join the waitlist.
The feed
What we posted
A few of the posts behind the numbers, exactly as they appeared in the feed.
Studio three, first light
72 hours. 40 spots. Alfama.
The strap stretch, slowed down
2,400
on the waitlist
Booked my first class because of an Instagram story. Still going.
Member since March
Results
The numbers
2,400
Waitlist sign-ups
31%
Waitlist to member conversion
3
Studios opened fully booked
8.7%
Average engagement rate
| Period | Value |
|---|---|
| Jan | 120 |
| Feb | 380 |
| Mar | 760 |
| Apr | 1,240 |
| May | 1,890 |
| Jun | 2,400 |
“Every studio opened with a waitlist. I have never been so happy to turn people away.”
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+218% traffic from social