driving user acquisition and engagement for strava
PROBLEM :
Strava aimed to increase new registrations and app installs on the Apple App Store and Google Play Store while driving engagement for their 30-day trials. The challenge was to create fresh, high-performing content that resonated with their audience and adhered to their updated brand guidelines.
SOLUTION :
To achieve Strava's goals, I implemented a performance-first creative strategy, leveraging branded videos, feature-focused ads, evergreen messaging, and UGC (user-generated content) ads.
The process began with a mood board inspired by brands like Whoop, Peloton, New Balance, and Nike. These brands balance sleek visuals with engaging, data-driven messaging. For instance, Peloton’s ad featuring a young woman working out outdoors, coupled with bold neon text and the tagline “Workouts you can work in,” communicated accessibility and flexibility—key attributes for fitness-focused audiences. Drawing from this, I developed a creative blueprint that balanced feature-forward visuals with aspirational messaging.
This approach delivered outstanding results, including:
Strava aimed to increase new registrations and app installs on the Apple App Store and Google Play Store while driving engagement for their 30-day trials. The challenge was to create fresh, high-performing content that resonated with their audience and adhered to their updated brand guidelines.
SOLUTION :
To achieve Strava's goals, I implemented a performance-first creative strategy, leveraging branded videos, feature-focused ads, evergreen messaging, and UGC (user-generated content) ads.
The process began with a mood board inspired by brands like Whoop, Peloton, New Balance, and Nike. These brands balance sleek visuals with engaging, data-driven messaging. For instance, Peloton’s ad featuring a young woman working out outdoors, coupled with bold neon text and the tagline “Workouts you can work in,” communicated accessibility and flexibility—key attributes for fitness-focused audiences. Drawing from this, I developed a creative blueprint that balanced feature-forward visuals with aspirational messaging.
- Branded Content
The ads combined Strava's sleek updated branding—featuring their 8-point grid system, new logos, iconography, motion principles, and the Polyline element—with relatable, modern storytelling. This ensured consistency while presenting Strava as a dynamic, user-focused platform. - Data-Driven UGC Ads
By integrating UGC-style ads into the mix, we added authenticity and relatability, creating content that resonated with active, fitness-minded audiences. - Iterative Testing
Performance optimization was central to the campaign. Through A/B testing, I identified top-performing elements—messaging, imagery, and layouts—and iteratively refined the creatives. For example:- Adjusting CTA placements for better visibility.
- Tweaking copy to reflect insights from engagement data (e.g., emphasizing trial benefits or Strava’s social features).
This approach delivered outstanding results, including:
- A significant increase in app installs on both the Apple App Store and Google Play Store.
- Improved new user registrations through engaging, targeted content.
- Enhanced overall user engagement, driven by strategic, data-backed creative adjustments.
ROLE : Art Director
AGENCY: Wpromote
AGENCY: Wpromote
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