Client: Strictly You

Strictly You was founded by Sonia Kruger in 2019, offering daily dance workouts,  nutritionally curated recipes, and personalised meal plans within a supportive community.


Health & Wellness


Digital Advertising
Web Design
Web Development
Financial Modeling
Presentation building
Capital Raising

The Brand

Strictly You was founded by Sonia Kruger in 2019. Teaming up with some of Australia’s best choreographers, nutritionists and professional trainers, Sonia Kruger has taken her love of dance and exercise to create a unique fitness model based on daily dance workouts (pilates, yoga & barre coming soon), as well as calorie controlled, nutritionally curated recipes, personalised meal plans with vegan & vegetarian options. The Strictly You owned Channels include website, database, app and socials.

The community-focused program also offers a private, supportive Facebook group and Zoom session check-ins with Sonia Kruger.

The Strictly You team engaged Digital Collective Co to bring to life their offering on all social and digital channels and increase customer sign ups.


The Brief

  • To help Strictly You increase subscribers through improved social marketing activity and digital advertising efforts.
  • Incorporate more of Sonia within the marketing assets to increase consumer engagement.
  • Redesign their website and develop it via the Webflow backend.
  • Be Strictly You’s go-to marketing team to help strategically bring to life any new projects and ideas.

The Solution

 We solved this by:

Providing weekly strategic services that allow Strictly You to set in motion a overall strategy to grow the business. Whatever the priority, we understand that growing businesses have to carefully manage their cost lines, which is why the DC solution works for Strictly You. Meaning the Strictly You team feel confident that the services they select will always have a dedicated expert focused on the primary objective.

A critical part to Strictly You’s successful strategy was leveraging Sonia Kruger’s personal and professional brand, including aligning social media posts, fitness challenges and announcements with her TV and radio media appearances. As part of this strategy, we also helped navigate a regular Zoom check-in with Sonia and the Strictly You members.

The Strictly You team has some exciting projects in the works for us, including a goal to expand globally. Watch this space!

Community Management

We helped drive the dialogue in Strictly You’s private members-only Facebook community to build a deeper relationship with them and help construct a highly customer-centric brand.

Brand Positioning

So far, our collaborative social marketing as well as our tactical digital ads strategy for Strictly You has delivered some outstanding enagement, helped drive tremendous member sign ups, and heavily strengthened the Strictly You brand in Australia, positioning it as the “go-to” for Aussie women aged 40+ passionate about being a part of a supportive online community getting fit and healthy in an easy and affordable way.

Website Redesign

In addition to running social, community and ads for Strictly You, our design and development team redesigned the Strictly You website sales funnel. Through a competitive evaluation of the online fitness industry, key design enhancements were rolled out across the home page and checkout page. Through swift development on the Webflow platform, Strictly You was able to enjoy immediate conversion rate increases from ads and marketing activity.


Social Media

Day-to-day, we managed the paid and organic strategy of Strictly You social channels, creating and publishing engaging content across all platforms by curating custom content including video, images, GIFs, animations and memes.This has increased organic and paid engagement consistently since the launch.

Quick Stats

Delivering on average 3.88% CTR on ad campaigns

Delivering on average $0.52 CPC on ad campaigns

130% member sign ups since Strictly You started working with Digital Collective.

Grown overall revenue by 30% in 6 months.

“Fantastic agency, if you need assistance with any form of Marketing, Mia and her collective of experts are amazing. From the moment we started talking the team understood our brand and social media language, we are very happy.”

Nathan Dann
Strictly You