Mindbody 2024 Recap Campaign
We made the adult version of a participation trophy.
Love 'em or hate 'em, year-in-review campaigns are inescapable come November and December (shoutout to that Spotify intern who started it all in 2019). Admit it: there's something irresistible about seeing your year in data, especially when it's all the ways you showed up for yourself. So Mindbody leaned in——we created a personalized recap that turned users' booking data into something worth bragging about, celebrating their dedication while nudging them to keep the momentum going in 2025.
In-app messaging
As the heart of this campaign, our in-app messaging greeted users with a personalized, swipeable recap of their year. Each pop-up revealed data-driven stats like classes booked, minutes dedicated to wellness, their top activity, and their go-to studio. Based on their engagement levels, users were assigned wellness personas that included a badge and personalized message. These personas——Icons, Go-Getters, and Explorers——celebrated their unique wellness journey by turning their personal achievements into social proof.
Mobile push notifications
To get the word out about this activation, we sent two push notifications to drive urgency and app opens with a simple tap.
Marketing emails
In the off chance that our users missed the push notifications, we sent two marketing emails as backup to urge users to engage with the app by teasing their wellness persona.
The results
This small but mighty campaign did some heavy lifting——over 1.4 million users viewed their in-app recap, with 109 people organically sharing their results on Instagram. The campaign drove 13,593 more bookings and an 8% increase in app sessions.