Product marketing strategy for a mobile RPG fitness app that transforms workouts into engaging gameplay
Market research, user targeting, product positioning, and visual campaign development
Role
Marketing Lead
Strategy & Design
Timeline
Sep 2024 - Jan 2025
16 weeks
Team
Ash Dinh, Travon Dao
Derek Quach, Jackie Chen
Focus Areas
Market Research, User Targeting,
Product Positioning, Visual Marketing
Tools
Figma, Procreate
User Research & Analytics
Sweat Saga is a product marketing initiative for a mobile RPG fitness app that gamifies workouts, targeting millennials and Gen Z users who seek engaging alternatives to traditional fitness tracking.
The fitness app market is saturated with static tracking solutions that fail to maintain user engagement. Our marketing strategy positions Sweat Saga as an innovative solution that transforms exercise into an exciting RPG experience, appealing to both fitness enthusiasts and gamers through compelling storytelling and visual design.
I led the market research, user segmentation, and visual marketing campaign development from concept to execution. By understanding target audience motivations and creating a cohesive brand identity, I developed marketing materials that effectively communicate the product's unique value proposition and drive user acquisition.
We began by conducting comprehensive market research to identify our target audience and understand their behaviors, preferences, and pain points with existing fitness solutions. As the research lead, I developed survey instruments, interview guides, and competitive analysis frameworks.
Analyzed market positioning and competitor strategies in fitness and gaming apps
Gathered user preferences + behaviors from 50 potential customers across demographics
Conducted 12 in-depth interviews to understand motivations and pain points
Through our research, we identified three primary user motivations that drive engagement with fitness and gaming products: immersion, interaction, and identity. These insights became the foundation for our marketing positioning and messaging strategy.
Our research revealed that users abandon traditional fitness apps due to lack of motivation, variety, and personalization. This presented a clear market opportunity for a gamified fitness solution that addresses these pain points.
Based on our market research findings, I developed a comprehensive marketing strategy that positions Sweat Saga as the premier gamified fitness solution for young adults.
Position Sweat Saga as the only fitness app that truly gamifies workouts through RPG mechanics, character progression, and battle rewards—making exercise feel like an adventure, not a chore.
Develop tailored messaging for fitness enthusiasts seeking motivation and gamers looking for active gameplay, emphasizing personalization and adaptability to different fitness levels.
Create cohesive visual marketing materials that blend fitness and gaming aesthetics, ensuring seamless brand recognition across all touchpoints from app store listings to social media campaigns.
Emphasize accessibility and inclusivity in all marketing communications, showcasing how Sweat Saga accommodates different fitness levels and abilities to maximize market reach.
From our market research data, I developed detailed user personas to guide our marketing messaging and campaign development. Understanding our target customer's journey helps us create touchpoints that resonate and drive conversions.
Our initial concepts focused on visualizing the gamified fitness experience and testing messaging strategies with our target audience to ensure market fit.
We conducted concept testing sessions with 10 potential users to validate our messaging, visual design, and value proposition. This feedback informed our final marketing campaign development.
Complete visual identity and marketing materials for Sweat Saga product launch
Designed compelling first-touch marketing materials that immediately communicate the product's unique value proposition and guide users through the onboarding experience.
Created marketing visuals that showcase key product features and benefits, designed to drive engagement and user activation.
Developed retention marketing materials that emphasize progress tracking, achievements, and personalization to maintain long-term user engagement.
Created lifestyle marketing materials that position Sweat Saga as part of users' daily routines, emphasizing habit formation and consistent engagement.
Developed marketing collateral highlighting product flexibility and personalization options, key differentiators that address market pain points identified in research.
Created social media marketing materials emphasizing community features and competitive gameplay to drive viral growth and user acquisition.
Developed tiered marketing materials targeting different user segments (beginners, intermediate, advanced) to maximize market penetration and appeal.
Final campaign assets emphasizing the excitement and immediate gratification of the gamified fitness experience to drive conversions and app downloads.
Sweat Saga product marketing campaign successfully positions the app as an innovative solution in the crowded fitness market. By integrating market research insights with compelling visual storytelling, the campaign effectively communicates the product's unique value proposition to target audiences.
Through this project, I developed comprehensive skills in market research, user segmentation, product positioning, and visual campaign development. Understanding how to translate customer insights into actionable marketing strategies allowed me to create materials that resonate with target audiences and drive engagement.
This experience reinforced my passion for connecting products with their ideal customers through strategic marketing. I'm excited to apply these insights—from competitive analysis to campaign execution—to future marketing roles where I can help brands grow and succeed in their markets.
Want to discuss marketing strategies or collaboration opportunities?