Jumpstart your health program
Launching MyFitnessPal in Australia
THE CHALLENGE
MyFitnessPal, a global nutrition app with 200 million users, aims to aid users in achieving their health goals through tracking calories, food logs, and recipe database.
Despite its success in Europe and America, it lacked proactive marketing, relying on organic reach in Australia.
The New Year is a crucial download period, but competition is intense with the ‘New Year, New Me’ movement within the health and wellbeing space.
MyFitnessPal required a creatively-led communications approach that would create mass brand awareness and effectively ‘re-launch’ the brand in Australia in the lead-up to and during the New Year period.
WHAT WE MADE
We executed their 'New Year New Habits' campaign, including an exclusive media event featuring yoga with Raj Baker and media breakfast with dietician Susie Burrell.
During ‘Heart Health Month’, ICON developed the ‘Less Sweet, More Heart’ campaign to spread awareness of the impact of excessive sugar consumption on heart health with celebrity fitness coach Luke Hines.
A giant sugar heart sculpture was created and displayed at Sydney’s iconic Mrs Macquarie’s Chair – representing the 10,950 sugar cubes Australians eat every year. Iterations of the heart also appeared in London, Toronto and Miami.
The campaign concluded with an intimate media dinner, during which journalists interacted with Burrell and Hines and learned more about the app.
WHY IT MATTERED
In under 3 months, the campaign outpaced competitors’ share of voice and generated over 400 pieces of coverage across broadcast, print, online, and radio, with a potential reach of over 111 million.
Importantly, 92.9% of coverage included at least one priority key message, ensuring that the call for Aussies to focus on creating healthy habits was successfully communicated in Australian media.
MyFitnessPal data showed January 2023 as the most successful month ever for trial registrations of the app in Australia. ICON’s communications strategy resulted in a 50% increase in SoV in December alone.
WHO MADE IT
PR professionals
Dedicated client service team
