Arc Community
How Arc Community Achieved 3.5x ROAS in the UK Market
In this case study
Results Dashboard
About the Brand
Arc Community is a boutique wellness studio built around contrast therapy. Members move between sauna and ice plunge in a structured ritual designed to reset the nervous system, sharpen focus, and build social connection.
When Arc partnered with Invincible Digital, the brief was simple in language but demanding in practice: scale paid acquisition to support a growing intake of new members, convert trial customers into recurring membership, and build brand recall that justifies premium positioning.
The Challenge
Scale acquisition. Hold efficiency. Skip the discount race.
Three Constraints:
01 — Beat 2.5x to 3.5x ROAS
The industry benchmark for boutique fitness Meta Ads
02 — Protect the £49 intro offer
As the front door, with a CPA that preserved unit economics
03 — Operate as an extension
of a small team with no in-house performance function
The Strategy
Three channels designed to compound, not just stack.
Each channel earned its place by solving a problem the others could not. Meta found new audiences. AdRoll closed the loop on considered prospects. Klaviyo monetised the relationship after the first visit, with structured lifecycle flows pulling members from trial to membership to advocacy.
Discovery — Meta Ads
Top of funnel
Video-led prospecting against four creative concept tracks, scaled deliberately as audience saturation allowed.
Mid-Funnel — AdRoll
Considered retargeting
Nine format variants per campaign, paused and refreshed at the first sign of creative fatigue.
Retention — Klaviyo
Lifecycle and conversion
Seven flows mapped to behaviour triggers. RFM segmentation matches offer to lifecycle stage.
The Execution
Meta Ads
where scale met efficiency.
Meta carried the strategic load. From a tight set of high-conversion video creative, we scaled weekly spend while holding CPC between £0.10 and £0.14, well below the £0.50 to £1.00 typical for fitness category Meta Ads.
Reach climbed from 99K to 400K people per week, a 4x scale at constant efficiency.
Creative was segmented into four concept tracks: Male-focused, Female-focused, Community, Mixed. At one recent read, the top-performing variant drove 60%+ of total sales from a single creative angle.
Meta at a Glance
- £0.10–£0.14 CPC range (cat. avg £0.50–£1.00)
- 4.6x–6.3x Direct ROAS range
- 99K → 400K Weekly reach (4x growth)
AdRoll and Klaviyo
closing the loop.
AdRoll · Retargeting
Nine format variants per concept
From mobile banners to desktop skyscrapers, every concept ran in nine placement-optimised variants. ROAS held consistently between 3x and 5x.
- 3x–5x Sustained ROAS
- 9 Placement variants per campaign
Honest channel management: paused mid-October when creative fatigue showed, refreshed assets, relaunched cleanly.
Klaviyo · Lifecycle Email
Nine format variants per concept
Seven lifecycle flows mapped to behaviour triggers: intro offer onboarding, single-class to trial, Mental Wealth, reactivation, founder newsletter, 10-class bring-a-friend.
- 2–3x industry open rates
- +197% Intro flow participants
Founder’s monthly newsletter holds a strong open rate. RFM segmentation matches every offer to lifecycle stage.
The HPC Framework: how we engineer 2x+ creative.
Developed by Dr Josh Bradley-Viso, the High-Performance Creative framework formalises what makes a 15-second video ad reliably convert in skippable feed environments. Every Arc creative is scored against it before deployment.
35% — Hook
The 2.3-second rule
Authentic positive affect must appear before 2.3 seconds. Hitting it lifts watch-through 40–60%.
30% — Rehook
Cadence prevents drop-off
Minimum three emotional anchor points across the 15-second arc.
20% — Authenticity
The brain detects fake
Temporal consistency, bilateral symmetry, body-language congruence.
15% — Contagion
Mirror neuron activation
Visible enjoyment, social interaction, belonging cues.
HPC Score = (Hook × 35%) + (Rehook × 30%) + (Authenticity × 20%) + (Contagion × 15%)
Creative Showcase
Four creative tracks, one underlying system.
“You don’t need another drink. You need to get out of your head.”
“You know that feeling when you finally exhale? We built a place around it.”
“Nothing’s wrong. But something’s off. That’s your signal.”
“You think it’s just you. It’s not.”
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