Doing a workout of your preference whenever you want, wherever you want. A dream for many. Thanks to Fiit, this dream has become a reality for many fitness beginners and enthusiasts. Since launching as a start-up with a unique business plan, it has grown to be the most used fitness app in the UK. How did they get there? DEPT® gave them a little push in the right direction.
Making fitness accessible to everyone, everywhere
Fiit is a fitness app with the goal to make the world’s best fitness classes accessible to everyone, everywhere. From intensive HIIT workouts to peaceful yoga classes – the app offers it all. To measure its success, Fiit depends on free trials. But in the highly competitive fitness app market, how can you stand out?
The idea and business plan were there, but the company still needed a well-defined digital marketing strategy to reach its goals. This is where DEPT® came into play. We joined forces to help Fiit with their social, search and affiliate strategies.
Our way of working
Social is key
Social is key
As part of the social strategy we worked on, paid social conversion campaigns have been implemented across Facebook, Instagram, and Snapchat, with the core purpose of driving cost-efficient free trials. Campaigns are optimised, and the budget is allocated based on where we are seeing a cheaper cost per free trial.
Recently we launched an upper-funnel campaign on YouTube to drive awareness amongst prospective customers. The campaign saw a 3% uplift in brand awareness as a result of this activity.
We also took a test-and-learn approach to creative. This way, we gain learnings on top-performing assets and are then able to advise the next round of creative, ensuring they are continuously improving.
Entering the world of TikTok
Entering the world of TikTok
We also created an organic social strategy for Fiit with a focus on TikTok. With this, we are helping the company to solidify its presence on the short-form video platform and reach new potential users. With this strategy, Fiit has been able to kick-start its TikTok profile and work on creating creative content itself.
Paid search and affiliate marketing
Paid search and affiliate marketing
To reach the right audiences and strengthen the online presence of Fiit, we have implemented an optimal Google paid search strategy. Focusing on the most valuable installs, and thus making sure users were likely to start a free trial, we set up App Campaigns with a focus on our most valuable in-app event (free trials). Additionally, we split up assets in ad groups to show personalised content based on any form of users’ exercise preferences.
App stores are at the heart of our performance strategy. With the Google App campaigns, we have the Playstore covered. To make sure that we reach the iOS users in the App Store, we set up campaigns in Apple Search Ads to make it easy for iOS users to discover and find the Fiit App.
We also defined an affiliate marketing strategy for Fiit to strengthen the app’s presence among the target audience. Based on performance signals per country (like search impression share and branded search volume), we focus on specific phases in the journey or go full-funnel. This means most collaborations with influencers, blogs and websites are managed based on performance. Running influencer marketing through affiliates is a relatively cost effective way of running upper funnel campaigns.
Taking over the UK
Together with Fiit, we set up marketing strategies that have shown incredible results, with the indication that Fiit is taking over the UK when it comes to the world of fitness:
Most downloaded fitness app in the UK
Most used fitness app in the UK
Highest 30 day retention rate in the UK
What’s next?
Being the most used fitness app in the UK has brought Fiit one step closer to reaching its goal. But, this incredible result is not where Fiit’s journey ends.
We will continue working closely together with Fiit to launch their hardware products by moving into e-commerce, while investigating possibilities to roll-out in more countries and move them towards becoming the most used fitness app worldwide.
