Case Study - Urban Float, Rehoboth Beach, Delaware

Urban Float

Industry: Health and Wellness, Flotation Therapy
Location: 18979 Coastal Highway Unit 101, Rehoboth Beach, DE 19971

Mission Statement:
Urban Float is committed to providing a clean, calm, and welcoming environment so guests can get the most out of flotation therapy. Whether guests seek pain management, sports recovery, stress relief, improved focus, or simply disconnect from a hyper-connected world, Urban Float creates a sanctuary to help everyone improve their quality of life.

The Challenge

Urban Float faced several key challenges:

Low appointment bookings
High Meta ads costs with low efficiency
No short form video content to educate or build trust
Limited audience understanding of flotation therapy benefits

Potential clients lacked clarity and confidence before booking, leading to friction and low conversions.

Project Objective

The main objectives were:

Educate first-time users about float therapy, compression therapy, and red light therapy
Build trust with local audiences
Reduce cost per lead on Meta ads
Increase appointment inquiries consistently

Strategy

We implemented a video-first content and funnel strategy focusing on education, trust, and local conversions.

Content Strategy

Short form videos explaining compression therapy and red light therapy
Problem-solution messaging for stress relief, muscle recovery, and skin/brain health
Calm, premium visuals aligning with the Urban Float brand experience
Designed for both organic and paid campaigns

Funnel Strategy

Awareness: Educational videos introducing compression therapy and red light therapy
Consideration: Traffic and video view campaigns to warm local audiences
Conversion: Lead generation ads optimized for appointment inquiries

Retargeting was used to reconnect with users who engaged with videos or interacted with ads.

Content Production

Videos Produced: 12 short form videos per month
Designed for organic posts and paid campaigns
Focused on educating users, building trust, and driving appointment bookings

Video Showcase

Services Provided

1. Short form video editing

2. Content strategy for wellness brands

3. Meta ads creative strategy

4. Traffic, video view, and lead ads management

5. Funnel-based content planning

Meta Ads Execution

Ad Types Used:

Traffic campaigns to educate cold audiences
Video view campaigns to build retargeting pools
Lead generation campaigns for appointment bookings

Targeting Approach:

Local radius targeting around Rehoboth Beach
Interests: wellness, recovery, fitness, skin and brain health
Retargeting users who engaged with video content

Optimization Focus:

Continuous creative testing
Messaging focused on benefits and experience, not claims
Simplified lead forms to reduce friction

Results (3-Month Campaign)

3.2x increase in appointment inquiries
38% reduction in cost per lead
Consistent weekly inbound leads
Higher engagement on both paid and organic content
Improved local audience understanding of compression and red light therapy

Final Outcome

Urban Float transitioned from high-cost, low-clarity advertising to a structured video-driven system that educated audiences, built trust, and generated consistent appointment inquiries. Combining short form content with Meta ads and a clear funnel strategy established a predictable and scalable approach to local lead generation.

Call to Action

Looking to generate consistent bookings for your wellness center using short form video and Meta ads?

Book a strategy call and see how a performance-driven content system can work for your brand.

Let's Start & Discuss