from insight to impact: how we boosted strava's app installs by 52% through strategic creative
PROBLEM :
Strava faced a dual challenge. They needed to significantly increase new app registrations and installs on both the Apple App Store and Google Play Store, whilst also driving greater engagement with their 30-day trial experience. Operating in a highly competitive fitness app market. Without fresh, targeted assets tailored to their core audiences, they risked audience fatigue and diminishing returns across their paid social and display channels.
SOLUTION :
A Data-Led, Performance-First Creative Strategy
Working closely with a Creative Strategist and Copywriter, I led the development of a streamlined, results-driven creative strategy focused on acquisition and engagement at scale.
Our creative approach was inspired by category leaders like Whoop, Peloton, New Balance, and Nike—brands whose advertising consistently captures the essence of their audiences through bold, impactful messaging and narrative-driven storytelling. Their ability to inspire action, foster community, and motivate participation in fitness challenges informed how we approached Strava’s campaigns. We aimed to deliver that same sense of purpose and excitement—motivating athletes of all levels to download the app and join a global fitness movement.
Creative Development & Personalisation
We designed a versatile suite of assets that integrated Strava’s updated visual identity—8-point grid, refreshed logo, and Polyline graphics—with direct, benefit-led messaging.
To enhance authenticity, we incorporated UGC-style creatives featuring real athletes and everyday users. This approach boosted engagement and built trust with Strava’s active audience.
Design Execution
Our creative maintained Strava’s bold, energetic style through:
We ran iterative A/B tests on messaging, CTAs, and visual styles. Simplified copy, such as “Join 100M athletes for free,” paired with motion-driven content, significantly improved click-through rates and conversions.
RESULTS :
ROLE : Art Director
AGENCY: Wpromote
Strava faced a dual challenge. They needed to significantly increase new app registrations and installs on both the Apple App Store and Google Play Store, whilst also driving greater engagement with their 30-day trial experience. Operating in a highly competitive fitness app market. Without fresh, targeted assets tailored to their core audiences, they risked audience fatigue and diminishing returns across their paid social and display channels.
SOLUTION :
A Data-Led, Performance-First Creative Strategy
Working closely with a Creative Strategist and Copywriter, I led the development of a streamlined, results-driven creative strategy focused on acquisition and engagement at scale.
Our creative approach was inspired by category leaders like Whoop, Peloton, New Balance, and Nike—brands whose advertising consistently captures the essence of their audiences through bold, impactful messaging and narrative-driven storytelling. Their ability to inspire action, foster community, and motivate participation in fitness challenges informed how we approached Strava’s campaigns. We aimed to deliver that same sense of purpose and excitement—motivating athletes of all levels to download the app and join a global fitness movement.
Creative Development & Personalisation
We designed a versatile suite of assets that integrated Strava’s updated visual identity—8-point grid, refreshed logo, and Polyline graphics—with direct, benefit-led messaging.
- Upper Funnel: Highlighted Strava’s community features and global challenges to drive awareness.
- Lower Funnel: Focused on key trial benefits like in-depth tracking and goal setting to prompt sign-ups.
To enhance authenticity, we incorporated UGC-style creatives featuring real athletes and everyday users. This approach boosted engagement and built trust with Strava’s active audience.
Design Execution
Our creative maintained Strava’s bold, energetic style through:
- A vibrant colour palette and dynamic layouts for consistency.
- Motion-enhanced visuals showcasing the Polyline graphic as a symbol of progress and achievement.
- Clean typography and minimal text to keep the focus on action.
We ran iterative A/B tests on messaging, CTAs, and visual styles. Simplified copy, such as “Join 100M athletes for free,” paired with motion-driven content, significantly improved click-through rates and conversions.
RESULTS :
- +52% increase in app installs across Apple and Google Play stores.
- +34% growth in new user registrations through tailored, engaging creatives.
- Higher engagement and trial activations, reinforcing Strava’s leadership in the fitness space.
ROLE : Art Director
AGENCY: Wpromote
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