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Savate Club
Savate Club is a prominent Finnish combat sports organization and fitness company specializing in Savate (French Boxing) and boxing. Founded in 1993, it operates training centers in Helsinki, offering both competitive training and fitness-focused classes.
The Challenge
After Covid, Savate Club needed to rebuild momentum. Marketing was inconsistent, customer numbers had dropped, and the brand needed a stronger digital presence that could drive real business results.
Meridian’s Approach
Over three consecutive months, we ran a structured, test-and-learn social media program built around monthly performance reports, focusing every decision on one key outcome: more qualified traffic to Savate Club’s website from organic social. We produced and optimized content for both TikTok and Instagram, in English and Finnish, to reach local audiences in the Helsinki area while keeping the brand accessible for non-Finnish speakers.
Content-wise, we doubled down on what the data showed worked:
- Educational/coach content and vlog-style series, which consistently outperformed traditional promotional videos and delivered the highest engagement
- Community-focused posts featuring real people training at Savate Club, equipment tutorials, and boxing “mistakes” content attracted both beginners and already-engaged boxing enthusiasts
We also designed and executed a PR content event with 15 Finnish fitness and lifestyle creators, generating non-paid collaborations that produced a large content library for Savate Club (photos, b‑roll, interviews) and additional reach on Instagram.
To maximize website impact, we excluded paid and ad-related traffic from our analyses and focused purely on organic social.
- Systematically created content that encouraged profile visits and link taps
- Optimized the Instagram page navigation for clarity, convenience, and conversion (like a well-designed landing page)
We systematically created content that encouraged profile visits and link taps, optimized Instagram highlights (courses, schedules, FAQs, youth programs, coaches)
Meridian’s Results
Meridian’s Results
The main result was strong website traffic growth, which mattered most because the website was the main place where course purchases happened
- 14k website sessions from social media over three months
- 200+ total key events/conversions during the period
On top of that, we achieved:
- 1,5M views on Instagram and TikTok combined
- On Instagram: 271k accounts reached (+120%), 7k profile activities (+18%), 1,4k saves, and 1,3k shares - all high-intent engagement signals
- On TikTok, a brand‑new account went from zero to 234k post views, 6k profile views, 6,5k likes, 230 shares, and 18k unique viewers in three months
- Total reach grew by 640%
- Content volume stabilized at roughly 16 videos per month
Audience quality improved as well:
- The core 25–34 age group grew
- Female viewers on TikTok increased from 30% to 52%
- Content featuring athletes and coaches (such as the Fanny Sannholm collaboration at 63k views) emerged as a repeatable growth lever
Together, these results show that consistent, bilingual, insight-led organic content turned Savate Club’s social channels into a reliable engine for website traffic and course sales recovery after Covid.
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