Reformer
AIIMS Group × Pure Reformer
Six weeks.Six dollars.One acquisition system.
How AIIMS rebuilt the entire customer journey for Pure Reformer—from a bold offer and premium production to a Stripe-powered landing page and location-specific Meta Ads.
3 locationsCronulla · Olympic Park · Wetherill Park
12 videosPerformance creative
100+ photosCampaign photography
238 purchasesJune 2026
OFFER STRATEGY • TVC PRODUCTION • PERFORMANCE CREATIVE • LANDING PAGE • STRIPE INTEGRATION • META ADS • OFFER STRATEGY • TVC PRODUCTION • PERFORMANCE CREATIVE • LANDING PAGE • STRIPE INTEGRATION • META ADS •
3Studio locations
2Production days
12Performance videos
100+Campaign photos
272June leads
238June purchases
$19Early reported CPL
$4,099First 3 weeks spend
The project in one minute
Most agencies talk about being different. This project had to prove it.
Pure Reformer operates three premium Reformer Pilates studios across Sydney: Cronulla, Sydney Olympic Park and Wetherill Park.
By the time Pure Reformer arrived at AIIMS, the account had already passed through several agencies. Creative blended into the market, lead costs sat around $40–$50 and approximately half of submitted leads were reported as non-contactable.
The answer was not another campaign refresh. AIIMS rebuilt the acquisition model from the offer through to payment through a connected performance marketing system.
Chapter One / The inherited problem
Premium studios. Average marketing.
The first job was to close the gap between the experience inside the studio and the advertising people saw before they arrived.
The problems inherited
The existing funnel was expensive, generic and difficult to scale.
$40–$50
Previous cost per lead
Lead costs pressured margins.
50%
Non-contactable leads
A large share of the budget produced enquiries the team could not reach.
3+
Agencies tried
Multiple agencies attempted the account without building a durable system.
Low
Member retention
Acquisition and long-term value were not working together.
Chapter Two / The offer
Make declining feel irrational.
The campaign needed an offer strong enough to open the category to people who had never considered Reformer Pilates before.
$6for 6 weeks.
The strategic breakthrough
Not a discount. A market-opening device.
Pure Reformer’s cheapest regular package was around $39 per week. Offering six weeks for six dollars was a statement.
The goal was to remove the psychological barrier to trial and bring new audiences into the category.
01
Competitor analysis first
The market was reviewed before media was activated.
02
A new audience segment
The offer reached people who had not considered Reformer Pilates accessible.
03
Built for conversion
The price point was designed to drive a decision, not just a click.
Chapter Three / The production
The offer was bold. The creative still had to feel premium.
The challenge was to promote an aggressive entry price without making a high-end Pilates brand look cheap.
Production system
Two shoot days. Three locations. One visual standard.
The team planned, scripted, directed and produced a complete performance library through AIIMS’ video production and content creation capability.
“OOOOOOVVVVEEE ITTT!! Amazing work guys!”Pure Reformer — client response on delivery
Campaign video library
Three performance chapters, built to convert.
Performance Creative 01
Short-form content built for top-of-funnel Meta delivery.
Performance Creative 02
Studio-led content balancing movement and premium presentation.
Performance Creative 03
A direct-response asset extending the TVC into paid social.
Hero TVC
The central film used across campaign and landing-page touchpoints.
Chapter Four / The landing page
We changed the meaning of a lead.
Payment at signup transformed the funnel from enquiry capture into immediate customer commitment.
The acquisition pathway
Ad → landing page → location → Stripe → paid member.
01
Meta creative
Video introduced the offer.
02
Dedicated landing page
One offer and one clear action.
03
Studio selection
Prospects chose the correct location.
04
Stripe payment
Payment turned interest into commitment.
Technology and infrastructure
The system behind the campaign mattered as much as the ads.
01 / Landing page
Built for one offer
A dedicated page around six weeks for six dollars.
02 / Stripe
Three revenue routes
Separate pathways for each studio.
03 / Meta Pixel
Track the full journey
Optimisation connected to real outcomes.
04 / Account setup
Handled in-house
Payments, page and integration coordinated as one delivery.
05 / Hosting
Built for reliability
The acquisition pathway stayed stable during paid media and was supported by AIIMS’ wider connected digital infrastructure approach.
06 / Attribution
Location-level visibility
Performance assessed by studio.
Campaign launch
4:30 PM1 June 2026Strategy locked. Production delivered. Landing page live. Stripe connected. Pixel firing.
Chapter Five / Performance
Three weeks in. Zero serious optimisation.
The early result showed what happens when every layer pulls in the same direction.
First three weeks
You be the judge.
$4,099Total ad spend
Across all three locations.
215Sales generated
Paid, trackable signups.
$19Reported cost per lead
Down from the previous $40–$50 range.
June 2026 full month
272 leads. 238 attributed purchases.
These are platform-reported leads and attributed purchases. The metrics may use different attribution windows.
| Ad Account / Location | Leads | Purchases |
|---|---|---|
| 24/7 / Wetherill Park | 136 | 113 |
| Cronulla | 51 | 52 |
| Sydney Olympic Park | 85 | 73 |
| Total | 272 | 238 |
Before versus after
AIIMS did not optimise the old system. It replaced it.
Before AIIMS
Lead generation without enough commitment.
- $40–$50 CPL
- Approx. 50% non-contactable
- Generic creative
- Multiple agency attempts
- Limited visibility from lead to sale
With AIIMS
A complete acquisition pathway.
- Bold offer
- Premium TVC
- 100+ photos
- Dedicated landing page
- Stripe at signup
- Location attribution
- $19 early CPL
- 238 attributed purchases
Chapter Six / The blueprint
Every layer had one job: move the customer forward.
Strategy, production, technology and performance media operated as one system.
What was delivered
Everything, under one roof.
01 / Strategy
End-to-end campaign planning
Competitor review, offer development and audience strategy.
02 / Production
12 performance videos
Scripted, directed and filmed across three locations.
03 / Photography
100+ professional images
Studio and lifestyle photography.
04 / Development
Lead capture landing page
A purpose-built conversion page.
05 / Payments
Stripe integration
Separate routing across three locations.
06 / Performance
Full Meta campaign build
Audience structure, Pixel and launch supported through AIIMS’ paid social capability.
The team
The people behind the blueprint.
Jordan TahaClient Experience Manager · Coordinator · Producer
Kynan AlbassitPerformance Marketing Strategist
Benjamin CanningHead Videographer · TVC Production Artist
Christopher CrampVideographer · Actor
John LindseyVideographer · Actor
Zara MuttiPhotographer
Julie MansourSocial Ads Specialist
Prakash BastakotiStripe Integration Specialist
Mikey GahonaDesigner
Cielo EscandorDesigner
Aayush KarkiDeveloper
Scott FavelleHosting Specialist
Campaign TalentJon · Chris · Vicky · Sarah · Jocelyn · Chloe
Connected AIIMS capability
This campaign combined strategy, production, media and infrastructure.
01 / Performance Marketing
Performance Marketing
Offer design, campaign structure, audience strategy and commercial optimisation.
02 / Video Production
Video Production & Content Creation
Hero TVC, performance videos, photography, scripting and on-set direction.
03 / Paid Social
Social Media Marketing Agency Sydney
Meta campaign deployment, performance creative and audience activation.
04 / Digital Infrastructure
Global HALO Marketing
Connected systems across landing pages, payments, tracking and campaign delivery.
05 / Related Case Study
SOMA Collection × AIIMS
Another connected wellness and customer-acquisition project.
06 / Case Study Library
AIIMS Signature Case Studies
Explore more work across production, performance, ecommerce and digital transformation.
Frequently asked questions
What this campaign shows fitness brands.
Why did the $6 for 6 weeks offer work?
It lowered the barrier to first trial and opened the category to a wider audience.
Why collect payment on the landing page?
Payment converted interest into commitment and reduced low-intent submissions.
Why were separate Stripe routes required?
Each studio needed correct payment routing and attribution.
What did AIIMS deliver beyond Meta Ads?
Strategy, production, photography, development, Stripe integration, hosting and tracking.
The final frame
Performance marketing should not stop at the ad.
The strongest campaigns connect the offer, creative, landing page, payment system and commercial outcome.
Build your acquisition system →