Steppen

The Objective

Steppen is a free fitness app where fitness fans aged 13–30 can share videos, steps and workouts and build an online following. The app is aimed at young people who needed guidance to get their fitness journey started. The brand was successful in Australia and New Zealand but wanted to expand horizons to the USA. Steppen used TikTok exclusively to advertise, as the video-sharing community is a market that the creators know well. The goal was simple – to increase app installations in a new continent.

The Solution

Since the young founders of Steppen are TikTok users themselves, they knew how well original, shareable content would perform. The brand’s creative team would post and share user-generated content up to five times a day, which provided a wide variety of content that can appeal to young people with varying interests. Video topics included fitness exercises, food, and music to work out to. To amplify the visibility of their content, Steppen used Spark Ads to reach more users who belong to their target demographics. Combining the efficiency of Spark Ads and quantity of content posted organically, Steppen was able to continually engage viewers, eventually boosting app installations.

The Results

The app was an instant hit in America. Young Americans downloaded the app over 28,000 times. Nearly 6 million impressions that were recorded also demonstrated huge brand awareness in the new market. Furthermore, Steppen observed 56% in CPA savings compared to their target and recorded a conversion rate of over 35%.

Steppen’s friendly and straightforward approach truly proved to be appealing to the young TikTok community in USA. As the founders put it, “Spark Ads are pretty awesome” and they enjoyed creating organic video content that can be used in ad campaigns through Spark Ads. This enthusiasm ultimately resulted in significant growth in brand awareness, app adoption and usage. Following the six-day campaign, SnapWireless recorded a conversion rate of more than 1.6% and even observed lasting boost of sales of its tech products throughout Boxing Day and beyond.