Part of the Ikigai series · one client, four lenses
This page is the overview. The engagement comes apart into four deep-dives, each one discipline of the same build, readable in any order: Performance Marketing, where "advertise to every woman nearby" became an intent-led engine; Funnel & CRO, where one funnel for everyone became a funnel built per buyer; Performance Creative, where a high-ticket ad returning 41 cents on the dollar was rebuilt into the account's best ROAS; and Data & Analytics, where bookings and ads were tied into one loop so Meta optimises on members, not clicks.
We worked with IKIGAI— a premium boutique-yoga brand running three studios across Hong Kong, with a real product and a five-year following — to build their paid acquisition engine from scratch. They understood their funnel; what they couldn't do was read it, amplify it, or climb people up it without leaning on discounts. We built the value ladder, restructured the offers, and rebuilt the creative so a low-cost trial pulls in members who value the practice, then climbs them to membership and high-ticket programs.
Result: >12× ROAS on the new member introduction offer at a $5 CAC, a high-ticket teacher-training rung running at 63× ROAS, and an entire system that holds premium positioning with zero discount language.
Meet IKIGAI.
IKIGAI runs three premium yoga studios across Hong Kong — Central, Tsim Sha Tsui, and Causeway Bay — with a genuine product, a five-year following, and a clear sense of how their funnel should work: a low-cost trial, time to build trust, then conversion to membership and high-ticket programs like teacher training and retreats. The logic was sound; the execution was stuck. Referrals had carried them for three months and were fading, they had no scoreboard to read what each funnel stage produced, and the creative announced features instead of selling outcomes — one high-ticket ad was returning $0.41 on the dollar.
The value ladder we built — a trial that filters, a path that climbs.
A premium brand grows by earning each step, not discounting it. Every rung does a specific job: the trial pays for itself while feeding membership, and membership feeds the high-ticket programs that carry the margin. This ladder is the spine of the whole engagement — each lens is one discipline applied to it.
Value ladder · low-risk trial → high-ticket
- Introduction offer: A low-risk trial that filters for fit, not price — unlimited classes to build the habit
- Membership: A full-price conversation once the value is felt — no discount needed
- Teacher Training: The transformation sell — 200 hours, expert faculty, limited seats
- Retreats & Intensives: Seasonal premium programs the most committed members buy
Results — the engine, end to end.
Six numbers that show the ladder working from the front door to the high-ticket rung — on premium positioning, with no discount language anywhere.
Honesty note: the figures cover the tracked window since the system went live, and the creative before/after compares two ads that optimised for different conversion events and ran in different currencies — so it isn't a clean one-to-one. The Reset Bundle is in the results on purpose: a discount-led offer we tested and killed at >×. What holds across all of it is the discipline — premium positioning, no discounts, and an engine built to compound across IKIGAI's slow and peak seasons rather than spike once.
Where to go next — the four deep-dives.
- Performance Marketing— how "advertise to every woman nearby" became an intent matrix that sells out every intake and grows membership that holds.
- Funnel & CRO— how one funnel for everyone became a funnel per buyer, and the high-ticket path climbed from 5× to 63× ROAS.
- Performance Creative— how a high-ticket ad returning $0.41 on the dollar was rebuilt into the account's best ROAS.
- Data & Analytics— how bookings and ads were tied into one closed loop so Meta optimises on real members, not clicks.
IKIGAI now runs a paid acquisition engine that climbs its own ladder — an introduction offer at >12 ROAS feeding membership, and a high-ticket rung at 63× — all on premium positioning, with zero discount language.
The funnel is finally legible, the offers earn their place, and the creative sells the outcome instead of announcing it. This is how GTMLab partnerships work — we map the system, build the ladder, and hand back an engine the client owns.
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