OBJECTIVE
Reframing Strava as the go‑to app for an active, balanced life
Strava set out to evolve its brand perception among US Gen Z and Millennial audiences. While the app was already loved by performance-driven athletes, Strava wanted to broaden its appeal to everyday movers who see activity as a pathway to connection, exploration, and balance.
The challenge was to shift that perception without sacrificing the strong lower-funnel performance that fuels growth. Strava needed a media approach that could introduce a more emotionally resonant brand story, stay top of mind in an increasingly crowded fitness landscape, and still drive efficient registrations. With its community‑driven content and culture‑shaping power, TikTok became the ideal platform to tell a more human story about movement and to convert that inspiration into measurable app installs.
SOLUTION
Building a full-funnel strategy anchored in creator-led storytelling
For its Q2 "Proof of Life" campaign, Strava partnered with TikTok to design a full-funnel media strategy built to grow brand equity and capture intent in a single, connected motion.
At the top of the funnel, Strava leaned into native TikTok behavior, using Reach and Pulse placements to surround its audience with authentic, creator-driven content. Instead of polished ads, the campaign showcased real people capturing the joy and sense of accomplishment that comes from moving together. Creative leaned heavily into TikTok-first storytelling—vertical video, in-camera transitions, point-of-view shots from the trail, and on-screen text that echoed the campaign line, "Strava isn't content. It's proof." This approach allowed Strava to feel like a natural part of the For You feed rather than an interruption, speaking credibly to Gen Z and Millennial audiences who expect brands to show, not tell.
As interest grew, Strava ensured the brand showed up when people actively searched for it, using Search Ads to connect curious users with relevant videos, creator content, and app-focused storytelling that deepened consideration and primed search-driven explorers to move from curiosity to commitment.
At the lower funnel, performance‑optimized formats and conversion‑focused creatives made it easy for viewers to turn inspiration into action. Together, these solutions demonstrated how brand and performance can operate as a unified ecosystem, with every touchpoint orchestrated to move people from discovery to download.
RESULTS
Driving results across the funnel, from brand recall to app growth
The "Proof of Life" campaign demonstrated how a unified TikTok strategy can drive both perception and performance. Strava's full-funnel approach delivered a +15% lift in Ad Recall, proving that creator-led, TikTok-native storytelling meaningfully broke through with Gen Z and Millennial audiences.
That engagement translated directly into action. The campaign achieved a 2.56X increase in click-through rate, showing that the creative and targeting strategy successfully captured intent. Most importantly, the momentum carried through to business results, driving an +85% increase in app downloads over the campaign period.
Across the funnel, the partnership demonstrated how treating every impression as an opportunity to build affinity and drive acquisition can transform a single brand idea into scalable, measurable growth for an app.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.