Australian fitness brand Kayla Itsines ran a series of video ads across Facebook and Instagram to drive awareness for the “Sweat” app, reaching new audiences and simultaneously driving app installs.
Kayla Itsines is an Australian personal trainer-turned-fitness brand, who developed a fitness and nutrition program known as the “Bikini Body Guide”. Using Facebook and Instagram to reach a 10.5 million-strong global community, the brand encourages women to support each other and feel positive about themselves.
lift in brand awareness
higher brand awareness reached (compared to global ecommerce market campaign norm)
Kayla Itsines wanted to increase brand awareness and drive app installs for its “Sweat” fitness app among a new global audience.
Partnering with Facebook Creative Shop, Kayla Itsines created a full-funnel video campaign that ran across Facebook and Instagram to raise brand awareness and drive app installs.
Optimized for mobile, the brand created a series of video ads and video carousel ads with a simple message at the core: “Workout, anytime, anywhere.” A 45-second video featured Kayla Itsines and other women doing a range of body weight exercises at times and locations that suit their lifestyle. The brand then ran a 10-second cut-down version to drive further brand awareness.
To drive new installs, Kayla Itsines created an app feature video showcasing its new design and easy-to-use interface, as well as demo videos and progress trackers. The brand also used video carousel ads to show Kayla moving from frame to frame, further emphasizing the “Workout, anytime, anywhere” message.
To reach the target audience of women aged 18–42 in the US, Kayla Itsines used lookalike audiences based on existing app users. This ensured the ads were being delivered to the most relevant audiences.
The brand campaign reached a wide audience of 6.4 million people and led to a 21-point lift in brand awareness. Kayla Itsines plans to build app engagement and lifetime value by continuing to advertise on Facebook and Instagram in the future.