Fastic, the world’s largest fasting app and health and weight-loss community, has leveraged personalisation to drive customer engagement and revenue growth, partnering with MoEngage, the insights-led customer engagement platform.
Fastic has experienced hyper-scale since its launch in 2019, growing registered users of its free intermittent fasting app to an audience of 12.3million. It has also grown out its offer, moving beyond only offering intermittent fasting and now includes weight-loss, fasting and nutrition tracking within its app as it targets becoming a global player in the weight-loss and healthy lifestyle space.
Building on this momentum, Fastic wanted to leverage customer insights and engagement to grow app revenues by increasing the number of paid subscription sign-ups among its users. It also wanted to leverage customer insights to find opportunities to re-engage lapsed users and encourage them to sign-up for paid subscriptions. Additionally, it sought to use personalisation to create meaningful, bespoke and timely interactions with customers, supporting their weight-loss or fitness journeys and helping them reach their goals to drive loyalty and long-term app use.
While Fastic already had a Customer Engagement Platform (CEP) in place, the legacy solution didn’t have in-built analytics in its platform, meaning Fastic lacked a 360-degree view of its users, limiting its engagement and personalisation capabilities, and leaving conversion and revenue opportunities on the table.
Having conducted a full review of the market, Fastic partnered with MoEngage, leveraging its AI-powered analytics and customer-insight engine to power personalisation within customer journeys. MoEngage’s insight-led CEP helped Fastic build a unified customer view to deliver contextually relevant messages, based on insights, across every touchpoint – from mobile, SMS and email – to improve customer engagement.
Fastic used MoEngage to launch its ‘Intro Offer’, a welcome series for new users, delivered over multiple-days and across channels including In App, Push and Email. This increased customer engagement whilst user intent was high at the beginning of their weight-loss journey, providing useful tips, reminders, tricks and guidance on fasting based on data the customer had already shared during the app sign-up process. This helped move customers down the funnel from the initial download to signing-up for paid subscription services and now the Intro Offer delivers 15% of monthly revenues in Fastic’s CRM.
To re-engage lapsed customers, Fastic also launched a ‘Welcome Back Offer’, using personalised content and pricing. To date, 35% of those receiving the offer have gone on to subscribe to paid-for services. As well as promotion via Push and In App notifications, the Welcome Back Offer was also made a semi-permanent, clickable discount within the app, meaning users could choose to subscribe at any time, which boosted performance by 30%.
Additionally, by using customer data and insights generated in the MoEngage platform, such as key weight-loss milestones, Fastic optimised engagement to coincide with users’ ‘Happy Moments’. These Happy Moments were designed to celebrate users’ successes, keep them motivated, and encourage User Generated Content (UGC) sharing and positive reviews in the App Store, which in turn could help drive new user registrations. To date, Fastic has over 5,000 UGC videos, and has received 655.3k reviews on the App Store with an average of 4.7/5 star reviews.
Tobias Boerner, co-founder & CMO at Fastic, commented: “In MoEngage, we have not only found a partner that can create and executive successful marketing campaigns that are built on customer insights. We have also found a partner that can scale with us, as we grow app users and add additional health and fitness integrations and services to our offer, as part of our mission to become the number one destination app for healthy living.”
Raviteja Dodda, co-founder and CEO at MoEngage, commented: “It’s always exciting to be involved in the ambitious growth trajectory of hyper-scaling brands like Fastic. With customer insight powered personalisation, Fastic can improve engagement, drive revenue and realise its ambitions to become the top app offering a ‘one-stop-shop’ for health and fitness.”
