WeStretch is a health and fitness app dedicated to making stretching accessible, engaging, and beneficial for users of all fitness levels. Despite its strong value proposition, the company faced challenges with unclear messaging and an undefined target audience, limiting its ability to connect with potential users and drive downloads. A strategic overhaul was necessary to refine their positioning and unlock growth.

  1. The team lacked a clear understanding of their target audience, making it difficult to focus their marketing efforts effectively.

  2. Messaging across platforms was inconsistent, preventing the app from communicating its value clearly.

  3. As a result, WeStretch struggled to attract and retain users, limiting growth potential.

THE CHALLENGE
THE APPROACH

To address these challenges, I focused on refining the app’s positioning and crafting a targeted messaging strategy:

  • Redefined Customer Personas: Conducted research to identify and segment WeStretch’s ideal audience, creating detailed personas to guide future marketing efforts.

  • Developed a Cohesive Positioning Strategy: Worked closely with the team to clarify the app’s value proposition and ensure consistent messaging across all platforms.

  • Revamped App Store Presence: Redesigned the app store visuals and copy to align with the new positioning and better resonate with the target audience.

  • 56% increase in downloads on the Apple App Store the day after launching the new app store images and messaging.

  • 40% increase in downloads on Google Play within the same period.

  • A stronger, more cohesive message that better connects with WeStretch’s target audience, positioning the app for continued growth.

THE RESULTS

This project demonstrates that significant results often stem from refining the fundamentals.

By improving the basics—clarifying messaging and defining the target audience—WeStretch was able to achieve measurable growth and connect more effectively with users. Small, focused changes can have a big impact when executed thoughtfully.

KEY TAKEAWAY