Inspiring healthy progress
Working with Facebook Marketing Partner Nanigans, Sweat invested heavily in Facebook video ads, Instagram Stories and Instagram link ads showing workout exercises. The videos authentically communicated the variety of fitness programs with step-by-step training, helping women feel supported. Sweat refreshed the content at least once per week.
Because Sweat and Kayla Itsines have a global presence—the Sweat app is available in 8 languages—they used language-specific ad creative with dynamic language optimization to scale the global campaign and reach women in various countries.
To help acquire new users, Sweat targeted video ads to lookalike audiences that were based on Custom Audiences of people who had made purchases in the past, people who had completed registration and web visitors. It also targeted audiences based on interests and behaviors related to fitness such as “crossfit” and “heathy diet.”
Sweat and Kayla combined the acquisition campaign with retargeting to show ads to people who had installed the app but not completed registration or made purchases. They also used exclusive promotions to target expired users—those whose trials had ended, and those who had stopped their subscriptions.