BRAND:
FaceGym
CLIENT:
Facegym
METRICS:
£45K spend → 4× ROAS, CPA £18
THE BRIEF
Back in 2018, FaceGym was expanding beyond its first King’s Road studio and needed momentum nationwide. WI uplifted the present brand in place, the task was to elevate its look and feel - fresh social content, new packaging, and visuals that matched its energy as it scaled across the UK.
THE IDEA
Created various assets. Filmed short-form adverts on-site - highlighting facial workout techniques for female and male audiences.
I partnered with FaceGym’s small social team to launch paid ads on Instagram Stories, building a lean test pipeline:
Iterating live—killing underperformers and doubling down on winners
Experimenting with male-oriented content (which we paused when CPA rose)
Refining cuts in real time to match audience response
See the case study here for the ROAS / CPA Metrics
THE RESULT
£45K spend → 4× ROAS, CPA £18, CTR +20% in first two weeks
Instagram followers grew from 30K to 110K in 12 months
Engagement doubled within weeks, sparking buzz that opened doors in LA and NYC and laying the groundwork for a major VC exit a few years later.
