GNC Drives Branded App Downloads with Innovative Mobile Campaign

GOAL

Create a campaign that would drive direct app downloads, and bring customers in-store to redeem a 20% off coupon.

SUMMARY

App Download Campaign

GNC created a dedicated mobile app, where consumers could find out information about their nutritional products, locate stores where GNC products were available for sale, and much more. To promote the app, GNC worked with Millennial Media to run a mobile campaign that would allow consumers to directly download the app to their device.

Eye Catching Creative

The creative featured a unique animated banner designed to catch the attention of the consumer. The banner advertised a coupon consumers could receive after downloading the app, which they could then use to receive 20 percent off their next in-store purchase.

App Store Ranking

Prior to the campaign, the GNC app ranked around number 125 in the Health & Fitness category. Once the campaign started, the app entered the top 50, and stayed within the 26-46 range for the duration of the media buy.

RESULTS

• The improved ranking in the app store helped increase organic discovery of the GNC app.
• The campaign drove strong engagement and delivered the desired number of app downloads
  by the end of the two week flight.

“The GNC app is a great way for our brand to engage mobile consumers and drive conversions. Our mobile campaign helped raise awareness around the app, and provided a seamless experience for consumers to download the app to their device. We’re thrilled with the results.”

David Sims, VP, CRM at GNC