How the owner of CLASS reached 75M views

The brief

CLASS is a members club. In members club marketing, the owner is often the most natural face of the brand. A club sells a room and the company in it, and people want to know who runs it.

So the work centred on the owner. The aim was to build the owner's personal account into an audience of its own, and to have that attention bring sales to the club.

What we did

We built the owner's personal account first. Then we tested, at volume.

• Mass variations. We made a large number of variations and ran them as trial reels, which show a reel to non-followers first. That let us test at volume without crowding the owner's main feed.
• One format. Most variations do little, which is exactly why you test so many. We kept going until one format took off.
• Then we pushed it. Once that format proved itself, we put our weight behind it and made more of it.

Testing at volume and scaling what works is the daily work of Line IV, Residence, where the team works inside the business. Content built around an owner or founder is part of Line II, Film.

What happened

The owner's content reached 75M views and 100K new followers. Of those views, 25M came in a single 30-day stretch.

That stretch is what testing at volume is for. Once a format takes off, pushing it hard while it works is how a run of views becomes an audience.

That attention brought sales to the club, which is the reason to build an audience around an owner in the first place.

What to take from it

• Put the owner in front of the camera. People follow people more readily than venues or logos, and an owner gives a club a face.
• Test where a miss costs little. Trial reels let you try many variations on new viewers without filling your main feed with experiments.
• Back the winner quickly. When one format takes off, make more of it while the audience is still responding.
• Connect the attention to the business. Make it easy for people who discover the owner to find the club and buy.

We cover both halves of this method in the journal. Read about founder-led content and building a personal brand, and about a trial reels strategy that finds a winning format. For a result built on posting every day, see the Scaled case study. If your business has an owner people should know, apply for admission.