Case Study: HealthifyMe achieves 5X increase in monthly installs and 4X ROAS with Facebook Lookalike Audiences

Encouraging app installs with Facebook Lookalike Audiences and video ads

HealthifyMe, a leading Indian fitness app with over 4 million users, wanted to grow mobile installs cost-effectively and convert more users into paying customers. Facing the challenge of scaling high-quality installs without significantly raising its marketing budget, the company needed a targeted approach to reach likely premium subscribers.

HealthifyMe used Facebook Custom and Lookalike Audiences to target similar users to its existing premium and highly engaged customers, ran short autoplay-friendly videos plus longer transformation stories for high-BMI and goal-driven users, and leveraged viewers-of-video lookalikes with automatic placements across Facebook and Instagram. The campaign drove a 5X increase in monthly installs over 12 months, a 4X increase in ROAS, a 58% rise in average transaction size, and a 40% lift in install conversion rate.

HealthifyMe

Mehul Doshi

Director of Performance Marketing