Staging · not the live commonarea.hk · yellow tags mark open questions · stack approved 13 Oct 2026
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Social Retainers / Pulse · Social case study

150+ DM enquiries at about HK$15 each from one Reel

Pulse is a gym [LOCATION AND ONE-LINE DESCRIPTION NEEDED]. Its ads mostly run Chinese-language Reels from its own Instagram. [CHALLENGE NEEDED: where Pulse’s Instagram and enquiries stood before the retainer]

ClientPulse
BusinessGym
EngagementSocial retainer [CONFIRM]
PeriodJan to Oct 2026

Ads: the Summer Body Reel

150+DM enquiries from one Reel run as ads (10 Jun to 11 Sep 2026)
About HK$15Per DM enquiry across the whole run
About HK$13Per DM enquiry in the best month (Aug 2026)
0.4% → 1.7%Link click-through rate, January to June 2026
450+DM enquiries from ads since January (to 5 Oct 2026)

The ads are mostly Chinese-language Reels from Pulse’s own Instagram. A Pilates Reel was the top performer in February, March and May; the Summer Body Reel took over from June and was the only ad running in July and August. The ads started on 15 January 2026.

Organic

Instagram, 1 January to 4 October 2026.

1.1M+Views
21K+Interactions
10%+Engagement rate
About 2xFollowers, to 2.9K+ (approximate)

Follower growth is approximate: derived from the current count rather than a dated starting figure. [CONFIRM follower count at the start of the retainer]

Source: the client’s Meta ad account data, read-only, pulled 6 October 2026. DM enquiries are Instagram DM conversations started from ads, counted at Meta’s default attribution (7-day click or 1-day view), so they include some people who saw an ad without clicking. Return on ad spend (ROAS) is not tracked.

Founder process

How we briefed, filmed and coached the founder and team [CONFIRM who] to document the business themselves.

  1. BriefBefore each month we plan the posts around three content pillars (behind the scenes, the founder’s story and education) and agree the briefs with the founder and team [CONFIRM who]. [FOUNDER STORY DETAILS NEEDED: Pulse’s story and pillars, e.g. why the gym exists, what it stands for]
  2. FilmWe batch-film at the gym on iPhone: hook-led short-form videos that feel native to Instagram. [FOUNDER STORY DETAILS NEEDED: shoot days per month, who appeared on camera, standout formats]
  3. CoachWe coach the founder and team [CONFIRM who] to document day-to-day moments themselves, so content keeps flowing between shoot days. [FOUNDER STORY DETAILS NEEDED: how we coached them, what they now film on their own]
  4. AmplifyWe put ad spend behind the content that worked, optimised for Instagram DM conversations. [FOUNDER STORY DETAILS NEEDED: which videos ran as ads, what the offer was]
“[FOUNDER QUOTE NEEDED]”

[NAME, ROLE], Pulse

[VIDEO/PHOTO NEEDED: Pulse reel 1]
[VIDEO/PHOTO NEEDED: Pulse reel 2]
[VIDEO/PHOTO NEEDED: Pulse reel 3]

Credits

  • Client: Pulse
  • Social content, ads and coaching: Common Area Studio
  • On camera: [FOUNDER / TEAM NAMES]

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