Be Yoga: selling yoga mats with 363% ROAS

Be Yoga sells yoga products (yoga mats) online through Instagram.

Task

Ensure a return on the funds invested in advertising (with no strictly defined KPIs).

Our solution

After analyzing competitors, we saw that successful businesses in the niche use video creatives, not static — so we immediately got to work on selling videos showing the product, its quality and the mats’ advantages.

A separate difficulty: about half of the working page’s audience were bots, which could negatively affect optimization. So we selected interests as meticulously as possible for launching the campaigns.

We split the budget into two campaigns:

• video creatives on a broad and interest-based audience;
• a traffic campaign to grow the number of target followers and build trust.

Result

Over two weeks the ads brought 69 leads: already in the first week — 9 mat sales (full payback plus profit), then 13 sales at a cost per lead of $3.53. The traffic campaign with a minimal budget ($5/day) delivered +57 new target followers at a cost of $0.35. The dynamics allowed scaling further.