THRIVEFIT
Case Study
BRAND OVERVIEW
In a saturated wellness market, ThriveFit, a fitness app, faced the challenge of standing out among competitors. Seeking to drive app downloads and grow its subscription base among health-conscious millennials in Tier 1 markets, the company turned to HypeClash to execute a strategic influencer marketing campaign. The aim was clear: create a movement that resonated with users, boosted engagement, and encouraged long-term commitment to fitness through the app.
CHALLENGES
The fitness app industry is highly competitive, with thousands of new apps launching each year. ThriveFit needed to penetrate the market effectively, with the goal of acquiring loyal users who would not only download the app but also engage with its subscription service. With many fitness apps targeting the same demographics, ThriveFit required a unique approach that could set it apart while maintaining cost-efficiency.
Drive new installs for ThriveFit with a CPI (cost-per-install) lower than industry benchmarks.
Increase the conversion rate from installs to paid subscriptions, optimizing the overall ROI for ThriveFit.
CAMPAIGN EXECUTION
HypeClash knew that simply promoting the app would not be enough. The solution lay in tapping into communities built around fitness influencers who embodied ThriveFit’s core values of health, motivation, and mindfulness.
The campaign was deployed over a three-month period, with each influencer posting multiple pieces of content across their social platforms. The influencers varied their approaches, using a mix of stories, long-form videos, posts, and interactive Q&A sessions to keep their audience engaged. The ThriveFit app's presence grew organically as users shared their progress through the challenges and engaged with fitness communities around the content.
1. Influencer Selection:
HypeClash identified fitness influencers on platforms like Instagram and YouTube whose followers aligned with ThriveFit’s target audience: health-conscious individuals aged 25-35 with disposable income, based primarily in Tier 1 markets (US, UK, Australia). Influencers were chosen based on audience engagement, authenticity, and their ability to inspire their followers with fitness routines.
2. Content Creation:
The content was designed to create an emotional connection. Influencers shared real-life workout routines using the ThriveFit app, challenging their followers to try the same exercises. Weekly fitness challenges were introduced, offering exclusive rewards and subscription discounts to followers who downloaded the app. Influencers also produced tutorials, showing the app’s unique features, such as personalized workout plans and progress tracking.
3. Exclusive Offers:
HypeClash worked closely with ThriveFit to offer unique sign-up deals for the influencers’ audiences. These offers included free trials, discounted yearly memberships, and app-exclusive fitness programs tailored to beginners, intermediates, and advanced users.
4. Community Engagement:
The campaign introduced the #ThriveChallenge, a 30-day fitness challenge encouraging followers to share their progress and motivate others. This user-generated content created a community-driven experience, boosting visibility while building trust through social proof.
Conversion Rate
exceeding the initial target by 15%
120K
25%
CPI vs $3.80 industry median
$1.80
4. Engagement
RESULTS
The campaign boasted a 5.6% engagement rate, with followers actively participating in the #ThriveChallenge and sharing their fitness journeys online.
5. ROI
By achieving a lower-than-expected CPI and increasing subscription conversion, ThriveFit saw a 30% improvement in ROI, securing more high-value users with long-term retention potential.
The collaboration between ThriveFit and HypeClash yielded impressive results:
CONCLUSION
HypeClash influencer campaign for ThriveFit exemplifies how a well-planned strategy can transform a brand's presence in a competitive market. With a focus on community engagement, unique offers, and influencer authenticity, ThriveFit’s campaign didn’t just sell an app—it inspired a fitness revolution.
