Case Study
Driving Subscriptions for Idolem Through Influencer Marketing
About Idolem
Founded in 2005, Idolem Yoga Chaud is a leading Canadian yoga studio brand specializing in hot yoga. With over 30 locations across Quebec, the brand has built a loyal community by offering a range of heated yoga classes tailored for every level, from beginner to advanced. Expanding beyond their studio walls, Idolem also offers Idolem Live, a virtual platform that brings the hot yoga experience to clients’ homes through on-demand classes. In addition to physical and digital experiences, the brand sells yoga-inspired apparel and accessories that emphasize comfort, mindfulness, and wellness.
The Challenge
Even though Idolem already had a strong physical presence, promoting its unlimited membership offer through digital channels and encouraging adoption presented a bigger challenge. Priced at $69 for 2 weeks, the service needed to stand out in a saturated market where fitness and wellness subscriptions are plentiful.
The brand therefore needed to increase awareness of Idolem among potential clients outside of its network of studios and generate new memberships.
To tackle this challenge, Idolem partnered with Bloom to develop and implement an influencer marketing campaign aimed at amplifying the brand’s message and driving conversions.
The Solution
To ensure the campaign’s success, Bloom implemented a full-service influencer strategy with a focus on performance, brand alignment, and seamless execution. Our approach included:
- Influencer Selection & Recruitment: We identified creators who aligned with Idolem’s wellness-first philosophy and whose audiences showed interest in fitness, mindfulness, and healthy living. The selected influencers had engaged communities and strong credibility in the lifestyle and fitness niches.
- Relationship & Campaign Management: Whether working through influencer agencies or directly with the creators, we managed all communications, ensuring transparency, efficiency, and brand consistency.
- Contract Execution: We handled all influencer agreements, covering usage rights, deliverables, timelines, and performance metrics to ensure legal and operational clarity.
- Boosted Content Strategy: We supported organic influencer content with targeted paid media boosts, optimizing reach and performance across Facebook and Instagram.
- Performance Monitoring: Throughout the campaign, we closely monitored performance metrics to assess ROI and optimize spend.
- Post-Mortem Analysis: After the campaign, we conducted a detailed post-mortem to evaluate key learnings, influencer performance, and opportunities for future collaborations.
The Results?
The influencer marketing campaign delivered strong performance both in awareness and direct sales within just three weeks:
- 249,000+ impressions across social platforms
- 147,609 unique Facebook accounts reached
- 408 digital subscription packages sold
- Return on Ad Spend (ROAS) of 11.17 overall
- Top-performing influencer achieved a ROAS of 17.22
These results demonstrated the effectiveness of influencer marketing in a performance-driven context and highlighted the untapped potential of combining authentic creator content with precision-boosted ads.
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