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The Business Problem

MindFirst Health and Fitness had built its content-rich program with input from experts across psychology, medicine, nutritional science, and exercise science. However, they needed help getting their mobile app and their 30-day program into the hands of customers who were looking for long-term weight loss. So they reached out to Inkblot Advertising.

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Style Guide

We started off by helping them craft their brand with a brand book that contained:

• A brand house

• A style guide for logo, colors, typography, and iconography

• A messaging hierarchy

• Brand personality and tone of voice

• Example mock-ups of website, ads, emails, and other company assets.

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Website

We took the style guide from the brand book and built out a new consumer facing webpage to streamline information about the program for potential users.

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Advertising

We then build out an advertising campaign based on the concept that weight-loss is partly a state-of-mind. And if weight-loss is a state of mind, you need to learn how to change your thinking to help you change your weight. This lead us to this campaign:

“Changing Your Mind First”

We took this campaign and built it out across:

• Google Search Ads

• Google Display Ads

• Facebook Ads

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Landing Pages

We also built out multiple landing pages that consumers would be directed to when clicking on our ads. Creating different landing pages allowed us to test what messages had the best sign-up rates.

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CRM Program

We then took the style guide from the brand book and built out a CRM program for users on the platform. These emails:

• Motivate current users to keep going

• Motivate inactive users to pick up where they left off

• Check in with users on what they like about what program and what can be improved.

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Performance Metrics

Throughout the campaign we tracked key performance metrics to assess the health of the campaign and to suggest ways to optimize it. Ask us for a few stats we found…