ClassPass Case Study

~3x CvR by starting with the audience, not the product.

Creator-led ClassPass campaign asset

The approach

The insight-to-creative pipeline

Every concept was rooted in a real, researched truth about ClassPass's audience, from post-grads losing their "third spaces" to remote workers who never had one to begin with—instead of a generic emotional hook bolted onto a product.

A swipe file that scaled creativity, not just briefs

Instead of handing creators five reference videos, a living, curated bank of sourced footage gave them real visual range to draw from, which kept the concepts feeling fresh across batches and markets.

Timing rode the calendar, not just the trend

The community and friendship angle launched into the natural back-to-school moment in August, layering seasonal relevance on top of the emotional insight.

One membership, shown through
distinct creator perspectives.

Workout variety beyond a fixed routine

Fitness, wellness, and self-care in one membership

The Result

Nearly 3x conversion rate

ContentJet's TikTok ad creatives achieved nearly 3x the conversion rate of ClassPass's in-house TikTok ads over a 3 week test during ClassPass's Fall 2026 campaign.

Shay Toney

Senior UA Manager, ClassPass

ContentJet has allowed us to scale our creator-made content across the globe in multiple languages with their wide network of creators. They have taken the time to get to know our unique brand needs and campaign goals to craft fresh creative concepts, hooks, and scripts. The team excels in communication, quick turnaround times, and attention to detail from briefing to production to final delivery stages.

Need creator creative that scales?

Turn audience insight into a creative system that lowers acquisition cost.

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