Paid Workout is a fitness motivation app that gamifies and incentivizes fitness and activity. We were tasked with developing and launching their first digital campaign talking to Motivation Seekers in key markets across the U.S. by helping people understand what the app is all about in a simple way.
Based on our primary and secondary research, we know Motivation Seekers are stuck in a vicious cycle of starting and stopping their health and wellness journey. Their problem isn’t the lack of motivation to workout; they want to look good and feel good just like everyone else. They just haven't found the right motivation to help them achieve and sustain their fitness goals.
Through the discovery phase, we learned that when people hold themselves accountable—whether it’s a gym buddy, a personal trainer or announcing it on social media—they are more successful in seeing results. Even more so when there’s money on the line. With Paid Workout, whether it’s $5 or $10 for a challenge, you are investing in yourself and keeping yourself accountable to working out that day.
This led to the strategy for the campaign: Money Makes You Move.
We presented several concepts, but there was a clear favorite. Feeling Yourself taps into the confidence you get when you reward yourself, thanks to the money you will be winning. Those gain manifest in the form of expensive sunglasses you normally wouldn't splurge on, and supply your weird obsession for funky socks, to rocking jewelry at the gym and spoiling your kids—everyone has their reason.
Within the first six months of the launch. Paid Workout acquired more than 20,000 downloads across iOS and Android.
The total video assets included (1) 30-sec ad for awareness, (6) 15-sec ads for consideration, and (12) 6-second videos for conversions.
Additionally, we captured over (30) photos that were used across organic and paid social, mobile app screens, digital ad campaigns, programmatic email marketing and website content.
Last but certainly not least, (1) happy client!
