Health · Mobile app
A 90-day creator program that halved cost per install.
Coaches with real clients replaced polished ads. Installs climbed while CPA fell by more than half.
- Client
- Halcyon Fitness
- Duration
- 90 days
- Platforms
- TikTok · YouTube · Instagram
- Cost per install
- -52%
- App installs
- 146k
- Day-30 retention
- 34%
Halcyon’s glossy studio ads looked expensive and converted like it. Installs were steady but day-30 retention sat at 19%, so the cost per active user was climbing every month.
Coaches, not celebrities
We recruited working trainers who already filmed their sessions, and gave them a 12-week program to follow on camera.
Progress as the hook
Week-by-week check-ins turned one sponsored post into a series viewers came back for.
Retention in the brief
Creators showed the app’s rest-day features, which brought in users who stayed for the plan, not just the workout.
Creators on the program
@kofi.lifts
Fitness · 611k followers
@vera.fits
Fashion · 207k followers
@lou.styles
Fashion · 322k followers
“We stopped paying for attention and started paying for trust. The numbers followed.”
Priya Raman — VP Marketing, Halcyon