Boulder Planet
"Awareness was low and starter packs weren't converting cold traffic."
Client Overview
Boulder Planet is a bouldering and rock climbing gym with two locations in Singapore — Sembawang and Tai Seng. They offer entry passes, first-timer starter packs, and monthly membership plans for all ages and levels.
Goal
- Drive purchases of the First-Timer Starter Pack
- Increase monthly plan sign-ups across both locations
- Build awareness among audiences unfamiliar with bouldering
Our Approach
Separate campaigns for separate buyers
First-timers and returning climbers have different motivations. Starter pack ads targeted curiosity and accessibility. Monthly plan ads targeted progression and commitment.
TikTok for discovery, Meta for conversion
TikTok reached new audiences through short-form video showing the gym environment and beginner experience. Meta retargeted warm audiences and drove direct purchases.
Creative built around the experience
Creatives led with what climbing feels like: the challenge, the community, the progression rather than pricing and plans.
Results
- 340+ starter pack purchases across both locations
- 180+ new monthly plan sign-ups
- CPA of SGD $22
- 3.4× ROAS on monthly plan campaigns
Why It Worked
By using TikTok to build awareness and Meta to close the purchase, each platform did the job it's actually good at. Curiosity turned into sign-ups without relying on discounts or heavy promotion.