MyFitnessPal Case Study

Building brand trust and authority to unlock exponential growth.

By The Numbers

  • 140 Million New Registered Users

    Leveraging educational, authoritative content helped MyFitnessPal gain trust with potential users and stay top of mind when they thought about health, nutrition and fitness. Placing conversion funnels and deep links in the content increased registrations four-fold over as many years.

  • 200% Increase in Retention

    Creating health and nutrition content aligned with their product offering, and providing consistent messaging from first touch through onboarding enabled MyFitnessPal to attract people that use the app more often – and are more likely to buy a subscription.

  • $50 Million in Annual Revenue

    Analyzing customer behavior, reviews, and feature requests helped MyFitnessPal understand what customer problems to focus on when launching their subscription service. Further testing and refining of the conversion funnel helped MyFitnessPal reach $50M ARR within two years of launching a paid service.

MyFitnessPal’s Story

Having secured Series A funding, MyFitnessPal was ready to grow their market share and increase revenue. Up to that point, they’d focused resources on building the product. Now that they had traction, it was time to invest in marketing.

With no marketing experience amongst them, they looked for a team that understood how to be scrappy and move fast, just like their software developers. They hired experts, including our Founder, to build their marketing arm from scratch.

Developing MyFitnessPal’s Marketing Strategy

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To get started, we aligned on what the goals of the marketing spin-up would be. It was two fold – increasing the number of users, and keeping them engaged.

To get started, we aligned on what the goals of the marketing spin-up would be. It was two fold – increasing the number of users, and keeping them engaged.

MyFitnessPal wanted to be known as more than ‘a calorie counting app.’ We needed to be the nutrition and fitness authority people naturally turned to for guidance.

We needed to get MyFitnessPal some street cred. Brand recognition. ‘Household name’ status.

In doing so, we also needed to be scrappy. To test and learn fast. We definitely needed to stay away from burning money on ads.