We started with four big brand questions
Mindset: What are users coming to us for?
Environment: Where do users plan to use our app?
Features: Which features are most compelling to a new user?
Casting: What type of actors and models best speaks to our potential users?
8fit is a popular health and fitness app that promises to
“make healthy living simple”
by providing meal plans, workouts and personalized guidance in one easy-to-use platform.
Since launching in 2014, 8fit has helped millions of people on their journey to health through quality content development, feature improvements and partnerships. How have they reached and acquired these millions? A talented 3 person performance marketing team that is innovative, data-driven and efficient.
THE CHALLENGE
The 8fit team has a winning offering, an enthusiastic market and a healthy business model. But the reality is that acquisition costs are on the rise and compliance rules on platforms like Facebook and Instagram are constantly changing (for example, the days of before-and-after body photos are over).
So, in a competitive and uncertain landscape, how can 8fit best position its brand for the long haul?The 8fit team has a winning offering, an enthusiastic market and a healthy business model. But the reality is that acquisition costs are on the rise and compliance rules on platforms like Facebook and Instagram are constantly changing (for example, the days of before-and-after body photos are over). So, in a competitive and uncertain landscape, how can 8fit best position its brand for the long haul?The 8fit team has a winning offering, an enthusiastic market and a healthy business model. But the reality is that acquisition costs are on the rise and compliance rules on platforms like Facebook and Instagram are constantly changing (for example, the days of before-and-after body photos are over). So, in a competitive and uncertain landscape, how can 8fit best position its brand for the long haul?
To develop long-term brand strength that would complement 8fit’s proven acquisition machine, we set out to answer these questions:
How can we run performance tests in a way that provides valuable takeaways for the 8fit brand (and product)?
Beyond creative optimization, how can 8fit proactively test big ideas and positionings?
How can 8fit’s teams work together to evolve the brand and drive performance?
