Campaign strategy
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Adoption campaign
PRIORITY ONE
Adoption is the priority for this 60-day campaign. The app needs to turn a download into a sustainable training habit by giving users a clear first step, a structured programme to follow and regular reasons to return. Zazoozoo will connect onboarding education, inclusive challenges, and member stories across the app, email, and social channels.
Problem: Content about features and programmes is sporadic, with no clear journey from download to regular use.
Solution: A 60-day strategy structuring onboarding education, habit-building content, programme explainers, challenges and success stories.
Objective: Improve first-workout activation, programme adoption and ongoing retention, while creating a reusable framework for future programme launches.
Audience: Global beginner and intermediate users, including busy professionals, parents, students and people training at home, in gyms or while travelling.
Tactic: Sequence content from onboarding and first-session guidance to programme participation, community challenges and habit-reflection prompts.
Budget: SG$9,500 for 22 production assets, plus SG$6,500 for the 60-day strategy. Production includes 10 social media posts, five 500-word blog posts, four copy or design assets, one photography session and two three-section emails. This provides at least three assets in every 10-day campaign period.
Inquiry insight: The app needs one clear story that positions it as a structured, supportive way to build sustainable fitness habits. New users need guidance that makes starting feel manageable, regardless of fitness level, time zone or training environment. New programmes should extend the app’s existing habit-building promise, rather than appear as disconnected feature announcements.
Audit insight: Sporadic feature and programme posts do not guide users from downloading the app to completing a first workout or joining a programme. Users need connected content across the app, email and social channels, not isolated messages that compete for attention. Success stories and community milestones need a consistent role in retention, showing that progress comes from regular sessions rather than perfection.
Research insight: Habit-building content should reward manageable actions, streaks and restarts, without shame-based or extreme training language. Programme content should state goals, level, duration, equipment and progression clearly before users commit. Community stories and challenges should encourage shared progress and participation, while protecting user privacy and avoiding unrealistic health claims.
Channel strategy
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Adoption campaign
PRIORITY ONE
Owned is the primary channel of the Adoption campaign. The app, website, email and official social channels create the full journey from download to regular training. They guide users through onboarding, programme selection, challenges, progress reflection and the next suitable fitness step.
Platform: Fitness app onboarding flow, programme pages, push notifications, progress screens, website, blog, email, Instagram, TikTok, YouTube Shorts, LinkedIn and app community feed.
Distribution: Five blog posts, 10 official social posts, two emails, four copy or design assets, one photography asset and supporting in-app screens or messages.
Cadence: One long-form habit or programme story every 10 days, one to two social posts weekly, aligned in-app prompts throughout the cycle, and emails in Day 21–30 and Day 51–60.
Shared is the secondary channel of the Adoption campaign. Members, coaches, fitness creators and wellness partners make the app’s habit-building approach more relatable across different lifestyles and locations. Shared stories should celebrate sustainable participation, programme progress and restarting after breaks, without promoting unsafe or extreme training.
Platform: Member social accounts, coach channels, fitness creators, workplace wellness partners and travel or lifestyle communities.
Distribution: One member, coach or creator story per 10-day period, supported by challenge reposts, programme-completion reflections and community milestone content.
Cadence: Invite participation at the start of each challenge, feature permissioned stories during activity and publish reflections after the programme or challenge closes.
Earned is the tertiary channel of the Adoption campaign. Permissioned member stories, reviews and community posts show how real users fit training into different lives and locations. They build belonging and confidence by celebrating consistency, progress and restarting after breaks.
Platform: Permissioned user-generated content, community posts, app reviews and creator collaborations.
Distribution: One permissioned member story in Day 31–40, supported by ongoing collection of challenge reflections and community feedback.
Cadence: Gather stories throughout the challenge period. Publish approved content once consent and accuracy have been confirmed.
Paid is the tertiary channel of the Adoption campaign. If budget is available, paid media promotes proven onboarding and programme content to reach potential users, then retargets those who visit download or programme pages. Optimisation should prioritise activation signals, including onboarding completion, first workouts and programme starts.
Platform: Meta ads, TikTok ads and relevant app-install placements.
Distribution: Promote one onboarding asset and one programme or challenge asset using existing campaign content.
Cadence: Begin testing after Day 21. Optimise towards app installs, onboarding completion, first workout and programme-start events.
Content strategy
Content pillars definition
Habit-building: Make every session count
Content that helps users start small, train consistently, return after breaks and measure progress through regular effort.
Programmes: Follow a clear path
Content that explains programme goals, levels, duration, equipment and progression so users can choose and complete a structured plan.
Community: Progress together
Content that celebrates user stories, challenge participation, encouragement and shared milestones across the global fitness community.
Adoption campaign
PRIORITY ONE
This 60-day content programme sequences onboarding guidance, habit education, structured programmes, inclusive challenges and member stories, helping global users activate, stay consistent and return confidently.
Day 1-10
Start Strong: Your First Week in the App. A 500-word onboarding guide helping new users choose a starting point, complete their first workout and set a realistic weekly goal.
Publish: Day 1. Pillar: Habit-building. Format: Blog post. Channel: Owned. Platform: Website insights hub and app onboarding link. Style & Structure: Welcome → choose your level → first workout → weekly target → continue CTA.
Your First Workout Starts Here. A short video showing new users how to choose a workout or programme without overthinking their first session.
Publish: Day 3. Pillar: Habit-building. Format: Social media post. Channel: Shared. Platform: Instagram Reel, TikTok and YouTube Shorts. Style & Structure: Open app → choose level → start session → complete workout → download CTA.
Small Sessions Still Count. A carousel reinforcing that a short, manageable workout can be part of a sustainable routine.
Publish: Day 6. Pillar: Habit-building. Format: Social media post. Channel: Shared. Platform: Instagram carousel and LinkedIn. Style & Structure: Common barrier → small action → habit benefit → encouragement → save CTA.
First Week Onboarding Flow. A reusable in-app copy and screen sequence guiding users from account creation to their first completed workout.
Publish: Day 9. Pillar: Habit-building. Format: Copy or design. Channel: Owned. Platform: Fitness app onboarding flow. Style & Structure: Welcome → set goal → select level → choose programme → start workout → progress prompt.
Day 11-20
Choose the Right Programme for Your Goal. A 500-word guide explaining how users can select a programme based on goals, training level, time and equipment.
Publish: Day 11. Pillar: Programmes. Format: Blog post. Channel: Owned. Platform: Website programme hub. Style & Structure: Goal → training level → available time → equipment → programme recommendation → start CTA.
What Makes a Programme Different From a Workout? A carousel explaining the value of structured progression over random single sessions.
Publish: Day 13. Pillar: Programmes. Format: Social media post. Channel: Shared. Platform: Instagram carousel and LinkedIn. Style & Structure: Single workout → structured programme → weekly progression → completion benefit → explore CTA.
Programme Spotlight: [Programme Name]. A short-form post introducing a priority programme, including level, duration, goal and session commitment.
Publish: Day 16. Pillar: Programmes. Format: Social media post. Channel: Shared. Platform: Instagram Reel and TikTok. Style & Structure: Programme goal → who it is for → length → session format → start CTA.
Programme Launch Template. A reusable visual and copy template for promoting future programmes with consistent level, duration and equipment information.
Publish: Day 19. Pillar: Programmes. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and programme pages. Style & Structure: Programme name → goal → level → duration → equipment → progression → start CTA.
Day 21-30
How to Build a Habit That Survives Busy Weeks. A 500-word guide helping users adjust training plans around work, travel, family commitments and energy changes.
Publish: Day 21. Pillar: Habit-building. Format: Blog post. Channel: Owned. Platform: Website insights hub. Style & Structure: Common disruption → smaller plan → flexible session options → restart guidance → continue CTA.
The Seven-Day Start Challenge. A short video inviting users to join a low-pressure community challenge centred on completing manageable daily movement.
Publish: Day 23. Pillar: Community. Format: Social media post. Channel: Shared. Platform: Instagram Reel, TikTok and YouTube Shorts. Style & Structure: Challenge goal → daily commitment → how to join → community encouragement → start CTA.
Missed a Session? Start Again Today. A carousel that normalises breaks in routine and gives users a simple way to return without guilt.
Publish: Day 26. Pillar: Habit-building. Format: Social media post. Channel: Shared. Platform: Instagram carousel and app community feed. Style & Structure: Normalise break → restart step → choose shorter session → encouragement → continue CTA.
Your First Seven Days. A three-section email guiding new users through their first week, programme choice and challenge participation.
Publish: Day 29. Pillar: Habit-building. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: Start small → follow your programme → join the challenge → open app CTA.
Day 31-40
How One Member Built a Routine That Worked. A 500-word member story showing how a user fitted regular sessions into their life and progressed over time.
Publish: Day 31. Pillar: Community. Format: Blog post. Channel: Owned. Platform: Website community hub. Style & Structure: Member context → starting point → routine adjustment → sessions completed → reflection → individual-results note.
A Routine That Fits Real Life. A permissioned user-story carousel featuring a member’s training schedule, programme choice and encouraging reflection.
Publish: Day 34. Pillar: Community. Format: Social media post. Channel: Earned. Platform: Instagram carousel and app community feed. Style & Structure: Member introduction → routine → programme → progress reflection → join CTA.
Global Community in Motion. A photography set showing diverse users training at home, outdoors and in gyms across different settings.
Publish: Day 38. Pillar: Community. Format: Photography. Channel: Owned. Platform: Website, social channels and app asset library. Style & Structure: Diverse training settings → movement → supportive moments → realistic activity → community CTA.
Day 41-50
Your Challenge Check-In. A carousel helping challenge participants reflect on completed sessions, energy, consistency and their next manageable goal.
Publish: Day 42. Pillar: Habit-building. Format: Social media post. Channel: Shared. Platform: Instagram carousel and app community feed. Style & Structure: Sessions completed → reflection question → next goal → encouragement → share CTA.
Train Together, Wherever You Are. A short video showing global community participation and reminding users that progress does not require identical schedules or locations.
Publish: Day 45. Pillar: Community. Format: Social media post. Channel: Shared. Platform: Instagram Reel, TikTok and YouTube Shorts. Style & Structure: Different location → shared action → community milestone → encouragement → join CTA.
Challenge and Progress Template. A reusable template for challenge invitations, check-ins, milestones and programme completion celebrations.
Publish: Day 49. Pillar: Community. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and app community feed. Style & Structure: Challenge title → commitment → progress marker → supportive prompt → next action.
Day 51-60
Finish Your Programme, Then Keep Going. A 500-word guide helping users reflect on programme completion, choose a suitable next programme and maintain their routine.
Publish: Day 51. Pillar: Programmes. Format: Blog post. Channel: Owned. Platform: Website programme hub. Style & Structure: Completion reflection → progress summary → next programme options → rest and recovery note → continue CTA.
What Our Community Completed Together. A visual recap of challenge participation, collective session milestones and encouraging member reflections.
Publish: Day 53. Pillar: Community. Format: Social media post. Channel: Shared. Platform: Instagram carousel, LinkedIn and app community feed. Style & Structure: Community milestone → member contribution → shared reflection → next challenge CTA.
Your Next Programme Starts Here. A three-section email helping users choose a next step based on their completed programme, current confidence and available training time.
Publish: Day 56. Pillar: Programmes. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: Celebrate completion → choose next path → start next programme → open app CTA.
Programme Completion Template. A reusable in-app and social template for celebrating completion, explaining next options and encouraging users to continue training.
Publish: Day 59. Pillar: Programmes. Format: Copy or design. Channel: Owned. Platform: Fitness app progress screen and content production toolkit. Style & Structure: Completion badge → progress reflection → next programme recommendation → supportive message → continue CTA.
