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Yulia Nekrasova
Wed Aug 16 2023

BetterMe Case Study

The Client

The BetterMe app is a revolutionary mobile platform that promotes personal development and improves overall well-being. With its user-friendly interface and extensive features, this app is a complete toolbox for individuals looking to enhance various aspects of their lives.

Users can access various resources, including professional meditation sessions, tailored fitness and nutrition plans, efficient goal-setting and tracking tools, and engaging mindfulness exercises. Moreover, the app fosters community by enabling users to connect with like-minded individuals, share their progress, and provide mutual support.

By using the BetterMe app regularly, users can develop healthier habits, effectively manage stress, and embark on a journey of personal growth and fulfillment.

Acting as a virtual companion, it guides users towards unleashing their full potential and becoming the best version of themselves. We began developing the app during the pandemic—when the need for such applications was high due to extended periods spent at home.

Stage 1

Week 1 - Week 2

Collecting Data & Reaching CPI


A/B Test, Collect Data & Reach CPI


When we first partnered with the BetterMe project, our main focus was to conduct thorough A/B testing campaigns to gather valuable data. This collaboration began at the height of the pandemic when people were actively seeking out applications like BetterMe.

We aimed to attract an engaged and active user base who frequently use the app's features. The client wanted to advertise the app globally, with payment only occurring if users purchased a subscription.

Our initial goal was to analyze and calculate the conversion rate from app installation to subscription. We utilized various promotional approaches to achieve our objectives, including personalized content recommendations, interactive challenges, personalized workout plans, and motivational messages. The aim was to captivate the audience's attention and encourage them to take action.

Stage 2

Week 3 - Week 11

Increasing the Number of Users & Reaching KPI


User Acquisition and KPI Achievement


Our main goal in this stage was to expand the user base of the BetterMe app and achieve our Key Performance Indicators (KPIs). To achieve this, we focused on refining our marketing strategies and optimizing user acquisition campaigns to attract a larger audience on Tier 1 geo, primarily in the US market.

We launched targeted ad campaigns on Facebook to reach potential users interested in fitness, health, and personal growth. After a week of running various advertising campaigns, we identified the most successful geos as the USA, Canada, Great Britain, and Australia, with the highest number of subscription payments.

Our research also showed that women aged 25-35 were the most successful audiences. Through this approach, we aimed to increase brand visibility and attract users more likely to engage with the app's features for the long term.

Stage 3

Week 12 - Week 25

Increasing the Number of Users & Reaching KPI, Expanding into New GEOs


User Acquisition in New Geographic Regions


We aimed to introduce our app to new markets and reach a wider range of users. To achieve this, we conducted extensive market research to identify regions with high growth potential. Our research led us to focus on ten countries: Australia, Austria, Belgium, Canada, Denmark, Germany, Finland, France, Netherlands, and New Zealand.

We utilized the talents of our production team to create effective marketing materials. Some team members even starred in successful creatives for BetterMe. We focused on achieving a conversion rate of at least 15% from downloads to subscriptions. As a result, we shifted our attention to subscription registration.

However, we faced challenges with ad moderation on various platforms. Strict moderation policies regarding unhealthy weight loss and body shaming required us to carefully tailor our marketing strategies to meet local cultural preferences and interests. Our goal was to maximize user acquisition and achieve our desired KPIs.

The Success of the BetterMe App Proves Our Capacity to Overcome Limitations

Our work with the BetterMe project was truly one-of-a-kind and highly fulfilling for our agency at Mobihunter.

Throughout our collaboration, we gathered incredibly valuable data, fine-tuned user acquisition campaigns, explored new territories, and maintained an excellent level of user engagement. This project's resounding success only reinforces our team's ability to overcome obstacles and achieve outstanding outcomes for all our clients.