Redefining health one metric at a time.
The Problem to Solve
A young tech company in the health and fitness space competing with behemoths like Fitbit, Samsung and Apple, FitTrack had achieved initial success with DTC sales of their Dara scale and Atria watch. But they knew that long-term sustainable growth on a global scale would require building a brand with more than just functional attributes. FitTrack needed to make an emotional connection with new customers by standing for something powerful in a cluttered marketplace.
It’s no secret that bodies come in all shapes and sizes, yet we continue to be told that the lower our weight, the healthier we are. That’s why FitTrack measures 17 individual metrics that make up your true picture of health. Challenging the outdated fitness industry narrative, we redefined “healthy” beyond just the one number on the scale with a global campaign calling on people in 7 different countries to "Live Your True Health". Focused on OLV (YouTube, Facebook, Instagram), programmatic digital ad units, and email marketing, the campaign helped drive 300% growth for FitTrack in 2020-2021. Search volumes saw a lift of 141% in impressions and 162% in clicks during the campaign period. In France and the U.S., the tracked increase in purchase intent was 4.4% and 2.5%, respectively. Programmatic campaign banners achieved a CTR 3x higher than usual. Finally, the campaign saw a 13.8% increase in Ad Recall for France and an 8.2% lift in the U.S market.