For the launch of a new fitness app, I led the development and execution of a high-impact YouTube awareness campaign designed to generate buzz, drive early adoption, and build brand familiarity from day one. With a goal to maximize reach while keeping audience relevance high, the campaign was built around a combination of strategic audience segmentation, dynamic ad formats, and behavior-driven timing, all tailored to the habits and interests of the modern fitness consumer.
To make the campaign highly targeted, I crafted a three-tiered audience strategy. We focused on 1) core fitness enthusiasts like bodybuilders and HIIT followers, 2) wearable tech users such as Fitbit and Apple Watch owners, and 3) lifestyle seekers including health podcast listeners and supplement buyers. This segmentation allowed us to customize our messaging and creative direction for each group, ensuring stronger engagement and more personalized relevance across the board.
The creative mix included 6-second bumper ads for broad reach and 30-second story-driven skippable ads for deeper brand storytelling and consideration. Each ad version was carefully tailored to its respective audience highlighting different pain points, goals, or product features that would resonate most. To further boost visibility and engagement, I implemented a dayparting strategy that served ads during peak motivation hours early mornings (5-8 AM) and evenings (6-9 PM), when users were most likely thinking about fitness routines and wellness habits.
The result was a campaign that delivered both volume and relevance. It successfully built early awareness around the fitness app while laying a strong foundation for downstream acquisition efforts. This project demonstrated how creative flexibility, audience insight, and smart media planning can work together to launch a product with maximum impact in a short timeframe.