How Hunch powered creatives led to a 25% drop in The Gym Group’s CPA

Scaling personalization for 240 gyms while managing frequent promotional changes

With 240 gym locations across the UK, Gym Group sought to move beyond their generic, one-size-fits-all ads. They wanted a more personalized approach that would connect with their audience by going hyper-local, promoting nearby gyms to specific audience segments while accommodating their frequent promotional changes.

Previously, Gym Group relied on a single BAU creative for the entire UK market. However, they aspired to scale this strategy down to a local level, delivering ads that felt more relevant to each community.

Their existing setup lacked the flexibility and scalability needed to manage two recurring promotions - 50% off monthly memberships and No joining fee offers, each running on every 10-14 days on average. On top of that, they faced challenges in efficiently updating visuals to reflect these quick turnarounds and incorporate local nuances.

Streamlined campaign management with Hunch’s scheduling widget and Local inventory ads

To check all the boxes, together with Gym Group and Dentsu, their performance agency in charge of campaign management (from campaign setup, through maintenance, to live tracking and edits) we chose to implement Local Inventory Ads. These ads are designed to help businesses showcase their in-store products to local customers searching online - but there’s a twist here. Instead of products, the items in the inventory feed were gyms.

The targeting radius was adjusted based on gym density - smaller radius for areas like London with multiple locations and broader for smaller cities areas with fewer gyms. This ensured maximum ad relevance by highlighting nearby gyms while avoiding overlap.

As Gym Group uses Figma for design, they leveraged the Hunch plugin for Figma to streamline their workflow. This integration allowed them to export finalized creatives from Figma directly into the Hunch Creative Studio, enabling seamless template setup without starting from scratch. That minimized design-to-ad conversion time for Gym Group, allowing their team to focus on what mattered most: delivering effective campaigns.

Hunch implemented three distinct ad templates to meet Gym Group’s needs:

1. BAU (Business As Usual): Always-on ads focused on brand awareness.
2. 50% Off Monthly Memberships: Activated during discount periods.
3. No Joining Fee Offers: Highlighted during no joining fee promotions.

With Hunch’s Scheduling Widget, Gym Group effortlessly switched between promotional and BAU templates, ensuring updates were timely and accurate.

To further enhance localization, dynamically generated maps were integrated into ads via API, removing the need for manual asset creation.

Additionally, Meta’s Adapt to Placement feature ensured that creatives were optimized for both static and story formats.