Project overview
Gyalaktika Zagreb is a dancehall school in Croatia preparing for its September 2026 enrollment period.
Before launching the campaign, AVERLI prepared a detailed client questionnaire to understand the school’s goals, target audience, unique positioning, existing marketing activities and potential barriers to registration.
The objective was clear: generate 20 completed applications, with the longer-term business goal of attracting 10 new members.
The campaign focused on women aged 23–40 in Zagreb and the surrounding area, combining audience research, creative direction, technical campaign setup and performance-based optimization.
What happens when the ads bring visitors, but the business needs registrations? For Gyalaktika Zagreb’s September intake, the answer began well before Ads Manager — with a detailed client brief, audience insights and a closer look at what the registration journey could actually measure.
01 / The Brief
Before the first ad, get the facts
The first step was a detailed questionnaire completed with the dance school’s trainer. Rather than jumping into visuals or choosing an advertising objective, the brief explored the class format, enrollment dates, pricing, existing marketing, brand tone, audience motivations, likely barriers, available video material, the registration process and what happened after an enquiry came in.
The business goal: Bring new members into Gyalaktika’s September dance classes.
The campaign targets set in the initial brief: 20 completed online applications and, ultimately, 10 new paying members. Increasing the school’s social following was a secondary ambition, not the main conversion target.
The brief initially proposed €50 in ad spend, with flexibility to increase it if the campaign warranted it. The later Leads phase was run with a separate €85 lifetime budget. These are different planning stages, not interchangeable totals.
Case note
The job wasn’t to generate attention for its own sake. The job was to give interested people a clear path to register.
02 / The Audience
Follow the human clues
The answers gave the creative work a specific audience rather than a vague demographic. Most current participants were women aged approximately 25–35; the intended new member was active, curious, eager to improve and interested in belonging to a group. The client also identified a possible hesitation: arriving alone at an unfamiliar class can feel intimidating.
The brand’s strongest advantages were the atmosphere, mutual support, authenticity, energy and genuine training — not simply the fact that a dance class was available. The ads needed to reflect those qualities without sounding like generic promotional copy. The client requested an energetic, knowledgeable and playful tone in Croatian.
For the Leads phase, the campaign targeted women aged 23–40 in Zagreb and the surrounding area, aligned with the intended participants and the available budget.
What this changed creatively:
Creative selection, messaging and final approvals were informed by the client’s questionnaire and follow-up feedback. The campaign tested these angles rather than assuming that one message would work for everyone.
03 / The First Clue
Visits are not applications
The first Meta Traffic campaign used two video creatives and sent people to an external registration form. It generated low-cost landing-page visits, but the client received only two completed applications through that route.
The original questionnaire had already revealed an important limitation: the external form did not have a dedicated confirmation page or reliable conversion tracking back to Meta. The client learned about completed forms through notifications and a response sheet. Visits were visible, but submitted applications were not a dependable optimization signal for the campaign.
The clue
Meta was being asked to find people likely to visit the page. Gyalaktika needed people likely to complete an enquiry.
This was not evidence that the audience or the creative had failed. It was evidence that the platform objective and the business objective were not sufficiently aligned.
Case file / The missing piece
A clear path from clicks to enquiries.
The initial Traffic campaign brought people to the registration page, but only two completed applications came through the external form.
Shift the focus from website visits to lead generation, using Meta Instant Forms to make it easier for interested people to enquire.
Case status / Direction found
04 / The Move
Optimize for the action that matters
The approach shifted to a dedicated Meta Leads campaign with an Instant Form inside Facebook and Instagram. The form reduced the number of steps between seeing an ad and submitting an enquiry, while giving the platform an in-app lead event to optimize for and report on.
The setup involved the advertising account, linked profiles, campaign objective, geographic and demographic audience, an €85 lifetime budget, form configuration, ad copy, video variations, approvals and performance monitoring.
The practical change: Stop treating visits as the main result. Measure actual Meta form submissions.
This also meant revisiting the creative based on the observed cost and volume of leads, rather than simply keeping every variation live.
The distinction
The business objective did not change: registrations and new members. The Meta campaign optimization objective changed from Traffic to Leads.
01
Visits to an external registration form. Two completed applications.
02
An Instant Form inside Facebook and Instagram, with an in-app lead event to measure.
03
V1 paused. V2 and V3 tested side by side in the Leads campaign.
05 / The Creative Test
The evidence changes the plan
V1 / Community used the group atmosphere as the opening hook. It was paused after €2.48 spent and no leads in the Leads campaign.
V2 / Training emphasized the training itself. It brought in 21 leads at approximately €1.67 per lead and became the stronger early performer.
V3 / New Group introduced a fresh, enrollment-focused message tied to the upcoming intake. The campaign reused the same Instant Form, changed the video and copy, and tested V3 alongside the active V2. V3 generated 26 leads at approximately €1.82 per lead.
The important point is not that one video ‘won’ in every sense. The point is that the campaign responded to actual performance: pause an unproductive ad, keep a working option active and give a new concept a proper test.
Paused.
The stronger early performer.
Tested alongside V2.
The Evidence
What the campaign actually delivered
An earlier Traffic campaign contributed two additional completed applications through the external route. These are counted separately from the 47 Instant Form leads because they came from a different campaign and conversion process; together they make the 49 total enquiries shown below.
Measurement note
The original client brief called for 20 completed online applications and 10 new paying members. The 47 reported results are Meta Instant Form leads, not independently verified paid memberships or confirmed attendance. They should not be described as 47 new members or as a proven membership conversion rate. Follow-up membership outcomes were not supplied.
47 Meta Instant Form leads and 2 applications from the earlier Traffic campaign. Enquiries are not confirmed memberships.
07 / The Finding
The right question changes the work
What made this campaign effective as a learning process was the connection between the initial discovery, the audience’s real motivations, the creative message and the action Meta was asked to deliver. The early traffic data uncovered an objective-and-tracking mismatch. The response was not to buy more of the same traffic, but to make the campaign accountable to enquiries and keep testing the message.
From the client questionnaire to the final creative comparison, every important decision had a reason behind it.
Closing line
Good creative catches attention. A well-structured campaign knows what to measure next.
Project focus
Gyalaktika’s initial target was 20 completed applications and 10 new members. Discovery showed a distinct audience and a tracking limitation in the external registration process. After a Traffic test produced visits but only two applications, the campaign moved to Meta Instant Forms and tested different video directions. The Leads phase generated 47 form leads at €1.81 per lead on €84.96 of ad spend. Confirmed new memberships were not available for reporting.