Proof, not promises.

The challenge

When Storyboard partnered with Zerofit in February 2026, there was no existing marketing system to inherit. The previous agency had lost access to Zerofit's Meta advertising account, taking campaign history, pixel data, and optimisation signals down with it. Every audience, creative, and campaign would need to be tested from first principles.

The business itself added a second layer of difficulty. Zerofit is one of the most premium fitness facilities in Thiruvananthapuram, and that pricing naturally narrows the addressable audience. Conventional "join now" gym advertising would neither differentiate the brand nor generate qualified admissions. The strategy had to sell outcomes rather than memberships.

Building the foundation

Our first priority was rebuilding Zerofit's Meta advertising ecosystem from zero: a new advertising account, fresh tracking infrastructure, rebuilt campaign architecture, and optimisation data built from scratch. At the same time, we aligned Zerofit's content strategy with its premium positioning, so the brand experience matched the value of its services.

Selling programmes, not memberships

Rather than marketing Zerofit as a single gym, we repositioned each programme as its own solution for a specific audience, with messaging built around a clearly defined pain point and customer profile.

• Tribe — Zerofit's flagship group training programme, positioned around community, consistency, and shared progress rather than class schedules or equipment.
• Pack — targeted at people actively struggling with weight management. Messaging led with visible transformation, introducing the coaching process only after interest was established.
• Squad — Zerofit's most accessible group programme. A simple, relatable video introducing it became one of the strongest-performing campaigns, converting directly into admissions.

Expanding the audience

Rather than speaking only to young fitness enthusiasts, we built campaigns for entirely different customer segments. The Senior Wellness Programme, designed for adults aged roughly 45 and above, ran on two separate communication strategies rather than one blended message: for older adults, the focus was regaining mobility and independence; for younger adults, the campaign spoke directly to sons and daughters, framing the investment as their parents' long-term health. This let us reach both the end user and the decision-maker within the same campaign architecture.

Scaling events across multiple cities

Zerofit also ran specialised Animal Flow workshops across Kerala. Storyboard managed promotional campaigns that generated registrations across Thiruvananthapuram, Kollam, Alappuzha, Ernakulam, Kozhikode, Kannur, and Bengaluru. Workshops across nearly every location reached full capacity.

Expanding beyond Thiruvananthapuram

Storyboard also helped Zerofit grow its online coaching programme, with campaigns targeting audiences across Kerala, Chennai, and Bengaluru. The strongest response came from Chennai and Bengaluru, demand that existed well beyond Zerofit's physical location, converting at 72–75% with an average cost per lead of around ₹50.

The challenge

When Storyboard took over ClearScrap's marketing in January 2026, the product wasn't the obstacle. ClearScrap had already built a platform that let customers schedule doorstep scrap pickups through their app or WhatsApp, far more organised than the traditional route of selling to a neighbourhood dealer.

The obstacle was habit. Most households either disposed of scrap themselves or sold it to a familiar local dealer. Asking people to trust an app to schedule a pickup, let a stranger into their home, and receive payment digitally meant changing a routine that had never needed to change before. At the time, ClearScrap operated only within Thiruvananthapuram, so the first objective was strong market penetration in the city before any geographic expansion.

Phase 1: Creating awareness

The first priority was education, not selling. We combined influencer collaborations, Meta advertising, and relatable video content built around everyday household frustrations: old newspapers piling up, unused appliances taking up space, the hassle of arranging a traditional pickup.

The page had only around 1,000–1,200 followers at the time, but the videos regularly reached 170,000–200,000 views, driven by how specifically the content matched a frustration people recognised. That awareness translated directly into bookings, with average daily pickup appointments growing from around 17–18 to a consistent 37–38.

Phase 2: Building a predictable acquisition engine

Organic content was backed by continuous Meta advertising focused on appointment generation, running on a daily budget of approximately ₹800–₹1,000. Across the engagement, Meta accounted for nearly 70% of all appointment generation, a reliable, scalable acquisition channel rather than a one-off spike.

Phase 3: Making the brand feel human

As awareness grew, the content strategy shifted from polished advertisements to authentic storytelling. We introduced Pickup Stories, raw behind-the-scenes videos documenting the complete pickup process from inside customers' homes, built to demonstrate transparency by showing the service exactly as customers would experience it.

Phase 4: Scaling without increasing spend

By April and May, marketing was no longer the constraint, operations was. The business could fulfil approximately 40 pickups per day, while marketing demand continued to exceed that capacity. This growth came without a meaningful increase in ad spend: Meta budgets held steady at around ₹1,000 per day, while creator content was repurposed into paid advertisements, a shift that cut cost per thousand impressions by roughly 50% while increasing both reach and engagement.

Phase 5: Expanding across Thiruvananthapuram

With demand established and operations at capacity in the original service area, ClearScrap began expanding into new zones, first into the northern and north-eastern parts of the city, beyond the initial South Thiruvananthapuram base. Dividing the city into zones let pickup teams optimise routes and balance demand across a wider operational footprint.

Business impact

Monthly gross revenue rose from approximately ₹2.5 lakhs at the start of the engagement to nearly ₹22 lakhs per month by June, while customer acquisition stayed efficient throughout. Average acquisition cost within Thiruvananthapuram city held at roughly ₹12. Despite the revenue growth, marketing spend stayed largely flat, the clearest evidence that the acquisition strategy scaled rather than simply spent more to grow.