building a TikTok presence to reach Chester’s Gen Z audience.
Helping Poise Studio reach Gen Z through a strategic TikTok launch, engaging content and a platform-first approach.
Industry: Dance & Fitness
Location: Chester, United Kingdom
Service: “The Starter Edit” Content Package
Website: www.poisestudiochester.co.uk
Poise Studio is a vibrant dance and fitness studio based in Chester, offering a wide range of classes designed to help people move with confidence, improve their wellbeing and become part of a community. Led by Alicia Jelley, Poise has built a loyal following through its supportive environment, experienced instructors and empowering approach to dance and fitness.
“They we're super professional, but really easy going, which made all of the guys feel super relaxed!"
Poise Studio approached us with a clear objective:
Reach a younger audience and increase awareness among local young adults and university students.
Before partnering with Bold, Poise faced some challenges:
Although Poise Studio Chester had built a strong reputation and loyal client base, the majority of their audience consisted of women aged between 25 and 60. While this audience remained highly engaged, there was a clear opportunity to expand into a younger demographic.
Owner Alicia identified that younger audiences, particularly those aged 18-24, were not currently being reached through the studio’s existing marketing channels. University students and young adults in Chester represented a significant growth opportunity, but the studio lacked a dedicated strategy to connect with them.
Poise Studio wanted their TikTok page to:
Audience Research & Strategy Development
We began by identifying the core audience Poise Studio wanted to attract and analysing the types of content that perform best. This research allowed us to build a TikTok-first strategy focused on:
- Trend-led content formats.
- Relatable and engaging video concepts.
- Showcasing dance as fun, social and beginner-friendly.
- Highlighting the studio’s welcoming community.
- Creating content designed specifically for TikTok
By understanding both the target demographic and platform behaviour, we developed a clear roadmap for content creation and future growth.
Content Creation & Shoot Day
On the day of the shoot, Bold led the creative direction and execution of the project, ensuring every video aligned with the overall strategy and audience objectives. We created a diverse range of content, including:
- Trend-based dance videos.
- Behind-the-scenes studio moments.
- Instructor-led content.
- Community-focused group footage.
- Content designed to showcase confidence, inclusivity and fun.
The atmosphere throughout the shoot remained energetic, collaborative and authentic, allowing us to capture genuine moments that would resonate strongly with younger audiences.
Editing & Platform Optimisation
Following the shoot, the content entered post-production where each video was edited specifically for TikTok. Our editing process focused on:
- Fast-paced, attention-grabbing video edits.
- Strategic hooks designed to stop users scrolling.
- Trending audio and captions.
- Strong visual storytelling.
- Native TikTok formatting and pacing.
- Optimising content for engagement and discoverability.
The result was a collection of professional yet authentic videos that feel natural within users’ TikTok feeds while remaining true to the Poise Studio brand.
Results Achieved Through Our Content Package
Through strategic planning, content creation and a dedicated TikTok-first approach, we delivered a complete launch-ready content bank designed to introduce the brand to a new demographic.
The content produced positions Poise Studio to increase visibility among 18-24 year-olds, strengthen local brand awareness and build a new online community through engaging, relatable video content.
Our work with Poise demonstrates the power of a platform-first content strategy when targeting a new demographic.
By combining audience research, strategic planning, creative direction and TikTok-native content production, we helped the studio establish a strong foundation for reaching younger audiences and growing its presence on one of the world’s fastest-growing social platforms.
