Background: A Competitive Market
Anytime Fitness Kwinana is located in a highly competitive market roughly 35 minutes south of Perth, surrounded by several budget gyms. Standing out in such an environment requires a strategic approach and a strong brand presence, both online and in the local community.
The Challenge: Driving Sales in DZS
As with all clubs leading into the Day Zero Sale (DZS), the goal was clear:
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Build momentum in the teaser period to create awareness and excitement.
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Deliver a high-performing digital campaign to generate both online sales and in-club enquiries.
With DZS being one of the most important promotional events of the year, success meant driving significant membership growth while competing against aggressive local offers.
Our Approach: Strategic Digital & Creative Execution
Breaden Media had already been working with AF Kwinana for nearly five months on Google Ads campaigns, delivering steady lead growth. For DZS, we built on that foundation by:
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Launching a full Meta Ads campaign with strict targeting and carefully controlled budgeting to maximise ROI.
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Collaborating with the Kwinana team on content creation. We provided a portfolio of inspirational content and supplied scripts and instructions for engaging video creatives.
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Encouraging authentic, localised content. Each club is unique, and our strategy ensures the ads reflect the club’s personality, staff, and facilities. This makes the online experience match what potential members feel when they walk through the doors.
Execution: Content That Resonates
Our approach balances strategic media buying with authentic storytelling. For DZS, Kwinana’s ads featured:
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Clear messaging around the DZS offer.
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Video content showcasing their team and renovated facilities.
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A blend of paid ads and organic social posts to engage the community across multiple touchpoints.
The Results: Top 5 in WA & Record Sales
The results exceeded expectations:
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AF Kwinana finished 5th overall in Western Australia for DZS performance.
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The club achieved its biggest month of sales in over two years, with several days still remaining in the campaign.
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Both online and in-club enquiries surged, supported by strong follow-up and conversion from the club’s staff.
The key drivers behind this success were:
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Accurate targeting and budget allocation.
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Consistent, clear messaging across all touchpoints.
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A mix of engaging ad content and organic posts.
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The Kwinana team’s strong handling of incoming leads.
Client Feedback
Luke Herdegen, Owner of AF Kwinana:
“Working with Breaden Media has been a game-changer for our club. The digital campaigns are always on point, but what really stands out is how they help us showcase our team and facilities authentically. The Day Zero Sale has been our best result in years, and we’re excited to keep building on this momentum with them.”
Key Takeaways
This campaign demonstrates how a tailored strategy — combining targeted digital ads with authentic, club-driven creative — can deliver exceptional results, even in a competitive market.
