Case Study: Men’s Health achieves 15M contest entry views and 1M+ votes with Strutta

Men’s Health and Women’s Health’s Strutta custom Facebook contest attracts 15 million entry views

Men’s Health, the world’s largest men’s magazine brand (along with Women’s Health), needed a way to create a positive, competitive environment that would boost engagement on Facebook and on their websites. They partnered with Strutta to run a custom Facebook photo contest, leveraging Strutta’s Contest API and custom services to power the promotion.

Strutta delivered the "Fittest Friends" contest accessible on Facebook and the magazines’ sites, featuring a randomized "6‑up" voting grid, real-time leaderboards and built‑in sharing tools. The campaign drove measurable results: 15 million entry views, over 1 million votes, 148K visits to MensHealth.com and 128K to WomensHealth.com, an average of seven pages and three minutes per visit, and one entrant referred over 3,000 visitors—highlighting Strutta’s clear impact.

Men’s Health