Attracting more people to a health app

The health and fitness app used static and video in their Pinterest ads and introduced the new targeting product – conversion optimisation – in their campaign strategy, increasing the number of people who shifted from the free trial to a paid programme by 4x.1

increase in conversions
Their goal

Recruiting more paying users

Noom develops health and fitness products to help people live healthier lives – and have fun while doing it. The company’s namesake app incorporates meal planning, fitness tracking, educational content and life coaching to support people as they replace old habits with new ones. Noom uses cutting-edge technology to accurately monitor users’ progress and provide expert advice and analysis to keep them on track.

Noom was looking to find more users. They wanted to run a campaign that would encourage their target audience to answer a short questionnaire, install the app for a trial period, and then purchase the Noom programme.

Sam Wheatley, Director of Growth Marketing
“Conversion optimisation really focused our ad spend where it did the most good. Pinterest was always a great place for us to find people looking for an app like ours, and the new optimisation feature has taken our acquisition campaigns to the next level.”
Their solution

Optimising for conversions

Noom worked with agency DigishopGirl Media on their acquisition efforts using Pinterest.

Noom was already running always-on Pinterest campaigns to find new users, knowing that Pinterest was a great fit for their goals in growing their customer base. Of people on Pinterest, 72% use the platform to find new ideas for their everyday lives or hobbies.2 Among those who engage with household and health Pins, 88% made a purchase based on household and health content from brands on Pinterest.3

Noom used 'conversion' as their campaign objective for their Promoted Video and static ads on Pinterest. They wanted to reach women aged 25 and over living in the US, Canada, UK, Ireland, New Zealand and Australia, who were searching for diet and fitness information. The creative was aligned with targeting and included photos of women working out or making healthy-looking meals.  

Their results

4x increase in conversions

Noom has seen a 4x increase in conversions4 due to introducing conversion optimisation into their strategy. With these results, Noom plans to continue running Promoted Pins with conversion optimisation.

Sam Wheatley, Director of Growth Marketing
“We chose to have a strong focus on Pinterest due to its unique ability to target both direct-response and long-tail audiences, as well as for its high concentration of users in our target market. With the help of our agency Digishopgirl Media, which has a strong expertise in reaching female consumers, we were able to utilise the full extent of Pinterest's optimisation capabilities and rapidly scale our campaigns.”
Advertiser tips
  • Use Pinterest Analytics to learn about your various audiences, and then reach them with custom, relevant creative and messaging based on what they’re looking for.
  • Get the most from your Pinterest campaigns and use targeting products like interest targeting, keyword search and actalikes. Learn more here.  

  • If driving conversions is your campaign goal, conversion optimisation can help you scale and improve your CPA results.


1Noom data, 2018

2DB5, US, Pinterest category usage study, Aug 2017

3GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018

4Noom data, 2018