1 in 3 app users clicked the ‘Try me’ CTA
12,000 transactions
100k+ impressions
Problem
The idea behind this campaign was that it takes 66 days to form a habit. Based on this, Gymshark launched a 66 day digital fitness event to help change lives. The aim was to push customers to form positive habits that last them a lifetime.
The goal for this project was to understand who out of their app audience were partaking in the Gymshark 66 campaign and encourage them to join the community for daily inspiration. Gymshark wanted to use their conditioning app to send motivational messages plus workouts for the day, encouraging users to track their progress and develop their new habits.
Strategy
We built a custom in-app message for Gymshark, asking users if they were taking part in the challenge. The message was built using a Javascript bridge, which wrote back data into Braze creating a custom attribute for Gymshark 66. The custom attribute was then utilised for creating audience segments.
Whilst Gymshark app users were already likely to interact with the brand, we wanted to ensure that each user knew about the campaign and had the opportunity to take part. We worked with them to create these custom in-app messages, ensuring they were designed to mimic the look and feel of the Gymshark app. This was so the app users would believe they were still within the app rather than an overlay. This enabled Gymshark to ensure their users stayed within the app environment, rather than directing them to a third party page, keeping the whole app experience as seamless as possible.
We were provided with a suite of assets to choose from, enabling us to choose colours, fonts, and photography which encapsulated the campaign well. Aiming to create a visual style which represented the Gymshark brand, adhered to accessibility best practices, and evoked a team mentality to app users. Working with Braze, Gymshark were able to then set up the journey flow and launch the messages to their app users across both IOS and Android.
