Case Study:  Re-Boot US Fitness App Strategy

Summary

One of the European market’s leading health and wellness apps was securing market growth in the U.S.  However, their goal was to accelerate market awareness and engagement through a program of assertive, short-term social media strategy, media outreach and the recruitment of a quality health and wellness fitness expert as the voice of Verv in the U.S. market.

 Challenge

As with many apps there was a surplus of competitors in the market, although none with the unique differentiators of the Verv app – a comprehensive health and wellness approach that offered meditation, workouts, diet, music and more.  To break through the marketplace saturation, a unique voice and perspective was needed.

 Strategy

In both the social and public relations arenas, the team went to work to create expert credibility, in-depth guidance as well as an upbeat, optimistic approach to fitness.  With a pandemic just emerging in the marketplace, the need for a trusted digital wellness resource was critical.  In keeping with the positive focus of the brand the social team also created challenges and contests to educate, reward and encourage users.  The team also reached out and recruited an internationally-known fitness expert with extraordinary certifications who felt the focus on education, wellness and expertise was aligned with her priorities.  With this individual as the expert resource, the team was empowered to secure a range of media opportunities that reinforced the deep commitment to wellness of the brand – and the knowledge that accompanied that commitment.

 Results

In 90 days, the team was able to accomplish:

SOCIAL SUCCESS

Facebook:

●      10x increase in reach and 19x increase in engagement

●      Page Engagement rate increased from 0.68% to 3.4% (true measure of success)

 Instagram:

 ●      3x increase in reach and 8x increase in engagement

●      Page Engagement rate increased from 1.08% to 2.9% (true measure of success)

PUBLIC RELATIONS SUCCESS

 A three-fold increase in target media opportunities:

o   15 total opportunities secured and presented to the team.

o   Media coverage across influencer, TV, digital magazine and podcast channels.

365,000 unique market views of published content

Coverage in Yahoo Fitness, U.S. News & World Report, Marketwatch, Arianna Huffington’s Thrive Global, influencer blogs suchas “Keeping Up with Coco” and more.

Outreach and securing of an globally-known, highly accredited fitness professional as the spokesperson.

 SUMMARY

In a swift 90 days, the social and PR team was able to strategize, test and deliver an effective re-brand, content launch, community engagement, social share and media outreach campaign that earned awareness, permanent digital and SEO results, expanded community and fitness industry prestige.