The Client
About BetterClub
BetterClub is a wellness platform connecting Kuwaiti fitness enthusiasts with healthy meal plans, supplements, and wellness products. The app aims to make healthy living accessible and convenient for busy professionals.
Their Goal: Launch the app in Kuwait’s competitive fitness market and achieve profitability within the first quarter through strategic performance marketing.
The Challenge
What They Were Facing:
- Crowded Market Kuwait’s fitness app space was saturated with international players and local competitors, making differentiation difficult.
- No Tracking Foundation They launched without proper attribution infrastructure, making it impossible to measure true ROAS or optimize campaigns.
- Generic Marketing Early campaigns used standard fitness messaging that didn’t resonate with Kuwaiti cultural norms or lifestyle patterns.
- High CAC Expectations Fitness apps typically have high customer acquisition costs, requiring precise targeting and optimization to maintain profitability.
Our Strategy
The Zane Media Approach
We built a complete performance system from scratch:
1. Advanced Attribution Infrastructure
Goal: Achieve 100% tracking accuracy to measure true performance
- Integrated Adjust SDK for mobile attribution
- Configured event-level tracking for every user action
- Set up ROAS measurement connecting ad spend to revenue
- Implemented cohort analysis to track user lifetime value
2. Full-Funnel Creative Strategy
Goal: Create culturally-relevant ads that drive installs and conversions
- Awareness: UGC-style videos featuring real Kuwaitis discussing fitness challenges
- Consideration: Product benefit demonstrations in Kuwaiti Arabic dialect
- Conversion: Limited-time offers with clear subscription benefits
- Retention: Retargeting ads for users who installed but didn’t subscribe
3. Performance Optimization Framework
Goal: Continuously improve ROAS through data-driven testing
- A/B Testing Matrix: 15+ creative variations tested weekly
- Audience Refinement: Narrowed targeting based on engagement data
- Budget Allocation: Real-time shifting to highest-performing campaigns
- Platform Diversification: Strategic mix across Meta and Snapchat
4. Conversion-Driven Campaign Structure
Goal: Build campaigns aligned with user journey stages
- App Install Campaigns: Drive downloads from high-intent fitness audiences
- Messaging Campaigns: Remarketing to users who installed but didn’t activate
- Awareness Campaigns: Build brand recognition for long-term growth
Execution
What We Did
Phase 1: Foundation (Week 1-2)
Conversion Tracking Setup
- Installed Adjust SDK with custom event mapping
- Connected Adjust to Meta for accurate attribution
- Set up revenue tracking and ROAS measurement
- Configured cohort reports for LTV analysis
Audience Research & Segmentation
- Analyzed Kuwait fitness market demographics
- Identified psychographic segments (gym-goers, busy professionals, health-conscious parents)
- Built custom audiences based on behavior data
Phase 2: Creative Production (Week 2-3)
Localized Creative Development
- Produced 12 video ads in Kuwaiti Arabic
- Created 25 static ad variations
- Designed app screenshots optimized for conversion
- Wrote performance-focused ad copy
Creative Themes:
- “No More Sleepless Nights” – Better sleep through nutrition
- “Heal Your Gut” – Supplement benefits for digestion
- “Let’s Get Fitter” – Summer body transformation
- “Time for a Refill” – Subscription reminder ads
Phase 3: Campaign Launch (Week 3-4)
Multi-Platform Launch
- Meta (Facebook & Instagram): App Install + Messaging campaigns
- Snapchat: Awareness campaigns targeting young Kuwaitis
- Google App Campaigns: Search-intent users
Testing Framework
- Creative testing: UGC vs. product shots vs. lifestyle
- Copy testing: Direct benefits vs. emotional triggers
- Audience testing: Broad vs. narrow targeting
Phase 4: Optimization & Scaling (Week 5-8)
Data-Driven Optimization
- Killed underperforming ads within 48 hours
- Scaled winning campaigns by 50-100%
- Introduced lookalike audiences from converters
- Launched retargeting campaigns for non-subscribers
AI-Powered Insights
- Used Adjust data to identify highest-value user segments
- Optimized for LTV, not just install cost
- Refined targeting based on retention data
The Results
60-Day Performance:
Primary Metrics
- 996 App Installs
- 4,168 Active Sessions
- 13,000+ KWD in Revenue
- 8x Return on Ad Spend (ROAS)
Conversion Funnel
- Install Rate: 12.3% (6.8% industry average)
- Activation Rate: 34% (users who completed onboarding)
- Subscription Conversion: 18.7%
- Retention Rate (Day 7): 41%
Cost Metrics
- Cost Per Install: 1.62 KWD
- Cost Per Subscription: 8.67 KWD
- Average Order Value: 71 KWD
- Customer Lifetime Value (90 days): 143 KWD
Creative Performance
- Best-Performing Format: UGC video testimonials (14.8% CTR)
- Best-Performing Copy: Direct benefit statements in Kuwaiti dialect
- Top Platform: Meta (Instagram specifically) – 68% of conversions
Visual Results Section
[Include Screenshots]
- Adjust dashboard showing KPIs
- Before/after campaign performance
- Creative samples (best-performing ads)
- App install graph showing growth trajectory
What Made It Work
Key Success Factors:
1. Attribution Accuracy
With Adjust properly configured, we knew exactly which campaigns drove revenue—not just installs. This enabled true ROAS optimization.
2. Cultural Relevance
Every creative was adapted for Kuwaiti lifestyle, language, and wellness priorities—not generic international fitness messaging.
3. Full-Funnel Thinking
We didn’t just drive installs—we optimized for subscription conversions and long-term retention.
4. Rapid Testing Velocity
We tested 15+ creative variations weekly, killing losers fast and scaling winners aggressively.
Client Testimonial
“Through clear performance tracking, localized creatives, and AI-driven optimization, Better Club transformed from a new app into one of Kuwait’s fastest-growing fitness platforms—achieving profitability within just two months of launch.”
— Founder, BetterClub
Key Takeaways
What We Learned:
- Tracking Infrastructure is Non-Negotiable Without tools like Adjust, you’re optimizing blindly. Attribution accuracy = optimization power.
- Install Cost ≠ Success Metric Cheap installs mean nothing if users don’t convert. Optimize for LTV and ROAS, not CPI.
- Cultural Adaptation Drives Performance Generic fitness messaging fails in the Gulf. Speak their language, literally and culturally.
- Speed Wins in App Marketing The faster you test and iterate, the faster you find winning formulas. Velocity = competitive advantage.
Technical Highlights
Tools & Technologies Used:
- Attribution: Adjust (mobile attribution platform)
- Analytics: Google Analytics 4, Firebase
- Ad Platforms: Meta Ads, Snapcat Ads, Google App Campaigns
- Creative Tools: Adobe Creative Suite, CapCut for UGC editing
- Reporting: Custom dashboards built with Looker Studio
Services Used
- Performance Strategy & Planning
- Mobile App Attribution Setup (Adjust)
- Creative Strategy & Production
- Performance Media Buying
- A/B Testing & Optimization
- Analytics & Reporting
