Open | Online Meditation + Breathwork
Founded in 2018, Open offers immersive experiences in breathwork, meditation, and yoga.
76%
Decrease in CAC
661%
Increase in Trials Started
444%
Increase in Organic Traffic
About the Client: Open
Founded in 2018, Open offers immersive experiences in breathwork, meditation, and yoga. By bridging science and spirituality, Open delivers a transformational body-mind experience designed by neurobiology, mindfulness, and fitness experts. With a roster of renowned instructors and a growing digital presence, Open provides users with high-quality tools for mental and physical well-being. These tools are available through its mobile app and website and in person at its LA-based studio.
The Challenge: Converting Engagement into Free Trial Sign-Ups
When Open partnered with icepop, their objective was clear: to boost free trial sign-ups with more effective digital marketing. Their previous agency had focused on optimizing campaigns for video views—a metric that wasn't directly contributing to business growth. While they had high-quality content assets, they weren't effectively converting viewers into paid members.
Open had two key goals in working with icepop: First, to implement data-driven strategies that emphasized engagement metrics directly tied to conversions, and second, to optimize their website with high-volume keywords to improve their organic search performance.
Key challenges included:
High-quality asset utilization: Open needed a way to transform its premium content and videos into tangible sign-ups.
Effective budget management: Moving past ineffective ad spend, Open wanted campaigns that could scale effectively.
Targeted marketing: Reaching the right audiences with tailored, impactful messaging.
The Solution: A Collaborative Data-Driven Strategy
Icepop and Open established a close, collaborative partnership, with both teams leveraging their respective expertise to drive performance. This approach involved multiple strategies and careful coordination across both paid social advertising and SEO initiatives:
Media Buying
icepop’s media buying team spearheaded a strategic overhaul of Open’s advertising campaigns by focusing on the following:
Audience Research: Meticulously analyzing target demographics to understand preferences and behavior, helping to tailor the ad content to resonate deeply with Open’s prospective audience.
Budget Allocation and Planning: Allocating resources efficiently, icepop focused on key platforms and time slots, maximizing visibility while optimizing costs.
Paid Social Advertising
Icepop created a website-based signup flow for free trials, strategically avoiding Apple's 30% fee by directing users to web conversion points instead of the app. This conversion-focused approach also involved:
Creative Production: A diverse mix of high-production videos, user-generated content, and static carousels showcased Open’s instructors and mindfulness sessions. Ads were crafted to appeal to specific user motivations, blending educational content, testimonials, and in-app visuals.
Content Repurposing: icepop also utilized content created for TikTok on Meta, expanding reach and consistency across platforms.
Whitelisted Ads: Leveraging influencers and high-quality organic posts allowed Icepop to build trust and authenticity within the target community.
SEO Strategy
Complementing the paid social efforts, icepop’s SEO team worked to enhance Open’s organic visibility:
Keyword Optimization: To attract search traffic, keywords related to breathwork, meditation, and yoga were incorporated into Open’s website. These high-volume terms ensured Open appeared in searches relevant to potential users.
Content Development: SEO-focused pillar pages were created for terms like "Breathwork," "Meditation," "Yoga," and "Sound," driving traffic from users searching for these specific topics and positioning Open as an authority on each topic.
Results: A Surge in Conversions and Organic Traffic
Icepop’s collaborative and metrics-focused approach led to substantial improvements for Open:
Ad Spend Efficiency: By increasing ad spend by 79% year-over-year during peak months (December and January), Open achieved remarkable results. The cost per trial (CAC) decreased by 76%, while trials surged by an impressive 661%, showcasing the impact of strategic budget allocation during peak demand periods.
Organic Performance Boost: After just 12 months, Open experienced remarkable growth in organic visibility:
Impressions increased by 429%
Clicks rose by 444%
Click-through rate (CTR) climbed by 3%
Keyword rankings: Keyword optimization and content creation helped propel Open into the coveted first and second search positions for valuable keywords, including:
Meditation on demand
Mindfulness studio
Meditation Venice Beach
Breathwork Venice
Guided meditation classes
Conclusion: A Transformative Partnership for Scalable Success
"What stands out most about icepop is their willingness to do whatever it takes to help us win." -Becca James, VP of Marketing, Open
The collaborative partnership between Icepop and Open helped drive meaningful business growth. The right combination of media buying, paid social, and organic SEO helped Open reach and resonate with its audiences– driving more prospective users to start free trials and mindfulness journeys.
This case study showcases how a data-driven, multi-channel approach can significantly improve marketing efficiency while reducing acquisition costs. It proves that when combined with strong creative and SEO, strategic media buying can transform engagement into tangible business results.