CASE STUDY / FITNESS TECHNOLOGY
Turning a fitness app launch into an engaging customer experience.
Brawn was developing a specialist app for competitive weightlifters. During COVID-19, the business needed to launch its beta platform, build an active user community and encourage lifters to engage with the app.
B2B & B2C · BETA LAUNCH · 2020
BETA LAUNCH TARGET
300+ lifters
Target achieved ahead of the November 2020 competition.
Launching a specialist fitness app in a difficult market.
Brawn was developing a specialist app for competitive weightlifters, serving both B2B and B2C audiences. With COVID-19 disrupting the fitness industry, the challenge was to launch the beta, attract the right users and create enough engagement to encourage lifters to keep using the platform.
Connecting launch, onboarding and retention.
I supported the beta launch with a combination of brand development, customer acquisition and lifecycle marketing. This included launch communications, social activity, an invite-a-friend campaign and structured email journeys in Mailchimp to introduce features, support onboarding and encourage users to upload their training data.
300+ lifters targeted ahead of launch
The beta launch achieved its target of reaching 300+ lifters ahead of the November 2020 competition. The campaign created a structured customer journey spanning launch, onboarding, activation and ongoing engagement, while surveys and campaign activity provided insight into how users were interacting with the app.
what i delievered
Launch & acquisition
Built the launch activity to attract and activate the right users.
Developed launch communications, social media activity and an invite-a-friend campaign to support the beta rollout and attract competitive weightlifters.
Onboarding & activation
Created communications to help users understand and use the platform.
Built and implemented email journeys in Mailchimp, designing and writing campaigns to introduce app features, support onboarding and encourage users to upload their training statistics.
Engagement & retention
Turned a user engagement issue into an opportunity.
Brawn identified that users weren’t adding all their training data and suggested using a competition to encourage participation. I developed and deployed the competition as part of the wider engagement campaign.
Customer insight
Used customer feedback to understand behaviour and improve engagement.
Created surveys for active and inactive users to gather feedback and better understand how customers were using the platform.
Growth doesn't stop at acquisition.
The Brawn launch brought together acquisition, onboarding, engagement and customer insight — creating a more connected customer journey around the product.
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