Fitbod sees 31% lower cost per acquisition on Snapchat
lower CPI than other platforms
lower CPA vs goal
Fitbod is a mobile fitness app that uses machine learning to customize your workout and guide you through the right sets, reps and weight to reach your fitness goals. Fitbod keeps your gym sessions fresh and fun by mixing up your workouts with new exercises and maximizing the use of your available equipment. Looking to drive more engaged users, Fitbod came to Snapchat to reach a new audiences that would not only download the app, but also spend on the platform.
With the goal of acquiring new users at the lowest CPI and CAC, Fitbod ran an always-on App Install campaigns through Snapchat’s Ads Manager platform. Fitbod’s target audience (men between 18-35) aligned perfectly with Snapchat’s core demographic. They used a combination of lookalike and predefined audience targeting to effectively reach Snapchatters who were most likely to engage. Fitbod tested multiple creative iterations to promote their fitness app and subscription service. They found that ads showcasing the app’s UI proved to be the highest performing creative for their brand. They also found that using still images far outperformed their video assets. Each Snap Ad also followed the creative best practice of using a strong CTA to prompt Snapchatters to swipe up and download
Fitbod had its eye on a direct response campaign that would offer a strong return on investment, with low CPI and CAC goals. When CPIs on Snapchat were 54% lower than other platforms, the company knew it had found an exciting new channel for acquiring customers. Snapchatters also proved to be higher quality users than what Fitbod found on other platforms, spending 31% less than their average CPA goal. Building on the moment of this success, Fitbod has continued to grow with Snapchat, expanding into new markets and testing new creative concepts.