Success Story

HealthifyMe

Leveraging multiple ad formats to activate Quora's high-intent audience across health and fitness topics.

60%

view-through rate (VTR)

Metrics reflect Quora Ads performance improvements from Jan 2022 to Dec 2022.

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HealthifyMe

6%

CTR on Promoted Answers

Metrics reflect Quora Ads performance improvements from Jan 2022 to Dec 2022.

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HealthifyMe

About HealthifyMe

HealthifyMe is India’s #1 and Asia’s most loved health and fitness app, loved and trusted by more than 35 million users. Their flagship coaching model, led by expert nutritionists and fitness trainers, has helped users across the globe achieve their health and fitness goals, including weight loss and managing medical conditions. They are dedicated to their mission of healthifying the lives of a billion people through personalized nutrition and fitness guidance, advanced tracking tools, AI technology, and cutting-edge health innovations.

Their Goal

Build brand awareness by targeting a high-intent healthcare audience

HealthifyMe’s goal was to tap into Quora’s high-intent audience across categories like Weight Loss, Nutrition, Lifestyle, etc., using different ad solutions offered by Quora.

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"Happy to be among the first set of advertisers to use Quora Video Ads. HealthifyMe has always had more video assets than static ones, and Quora supporting video ads help us showcase our Brand Videos to Quora Users as well."

Swapnil Kumar

Associate Manager - Performance & Brand Marketing

HealthifyMe

Their Solution

Impactful messaging to a high-intent audience

HealthifyMe re-activated its Business Profile and started answering questions about diet, nutrition, weight loss, and healthy lifestyles. The brand also utilized existing HealthifyMe customer reviews on Quora and promoted them to an audience enthusiastic about health and fitness. The team used Image and Video Ads in parallel to further diversify the media mix and drive high-intent users to their website.

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Their Creative

Using 3 different formats for an impactful brand presence

HealthifyMe made use of all the popular ad formats available on Quora to create impact. They used Promoted Answers to create awareness and intent for action among users in aspects such as diet, nutrition, and weight loss. In addition, they layered the campaign with Image Ads to drive relevant high-intent traffic to the website and ran Video Ads to showcase user stories and increase brand recall and reach.

Their Advice

Quora is a valuable resource for delivering expert advice and real-life experiences

Marketing in the health and fitness industry can be challenging, particularly when it comes to sensitive topics like weight loss and medical condition management. That's where Quora comes in. It is a valuable resource in the middle to bottom of the funnel, helping us deliver expert advice from our coaches and real-life experiences from our users. With this, we are able to help our customers gain the reassurance and knowledge they need to feel confident about investing in their own health and fitness journeys.

Their Results

Becoming a popular writer across Health & Fitness topics

The HealthifyMe team wanted to test the waters with all of Quora’s ad products from the native Promoted Answers to the short Video Ads. This strategy of diversifying their campaign on Quora helped them get stellar results from all the ad formats. HealthifyMe’s Promoted Answers campaign saw a CTR of 6%, which is 3x higher than the healthcare industry benchmark on Quora in India. As a result, they were able to grow the follower base on their Business Profile from 500 followers to over 9500 followers in a matter of 12 months. This following also helped their content views surpass 30 million. The team's Image Ads achieved a CTR 1.4x better than the healthcare category benchmark on the platform, while their Interest and Topic Targeting ensured they were driving a curious, health-conscious audience to their website. Finally, the team's Video Ads received over 1.3 million views (and counting) and attracted highly engaged users on the platform, as can be seen from their view-through rate (VTR) of 60%.