Campaign snapshot
Views
LTV from Signups
Growth in Customer LTV
Signups Per Month (Peak)
Creators Engaged
The background
Noom, a subscription-based health and wellness program, focuses on helping users achieve sustainable lifestyle changes through small, incremental behavioral adjustments. Unlike traditional dieting programs, Noom emphasizes tracking food and exercise habits to build healthier routines without promoting restrictive diets—a key differentiator the company wanted to highlight in its influencer marketing campaigns.
To amplify this unique approach, Noom partnered with BENlabs, leveraging its extensive network of lifestyle and fitness creators. Initially, the campaign was designed to drive signups. However, BENlabs identified an opportunity to go beyond conversions and boost customer lifetime value (LTV) through a pivot to an education- and awareness-focused strategy.
Smart AI-Driven Campaign Strategies
BENlabs harnessed the power of artificial intelligence to identify the most receptive audiences and creators for each phase of Noom’s campaign.
1). Audience Cluster Analysis
Using advanced AI tools, BENlabs segmented Noom’s audience beyond basic demographics, creating multidimensional clusters that aligned with the campaign’s goals. This approach pinpointed ideal audience segments that ultimately drove a 90% LTV.
2). Smart Creator Matching
Drawing from its database of over 14 million vetted creators, BENlabs’ AI identified influencers whose content and values resonated with Noom’s target audiences. This precision ensured creators were not only relevant but also effective in communicating Noom’s message.
Campaign Execution
In October 2020, BENlabs launched Noom’s performance-driven campaign by engaging a diverse group of influencers, including fitness, beauty, health experts, and postpartum moms. YouTube videos and Instagram stories from creators like heyitsfeiii, Ashley Nicole, and KKandbabyJ delivered strong initial results, aligning with predictions from BENlabs AI.
However, by May 2021, signups began to taper off, reflecting audience fatigue and skepticism about weight-loss content on social media. BENlabs pivoted, shifting the focus from direct calls-to-action to educational and inspirational messaging. This change emphasized long-term lifestyle benefits, encouraging users to envision their own transformational journey before committing to the program.
For example, in December 2020, heyitsfeiii created a product-focused YouTube video explaining Noom’s features, which urged viewers to sign up. By May, her content evolved into a personal testimonial about how Noom helped her achieve her wellness goals—resonating more deeply with viewers.
THE RESULTS
The campaign’s educational pivot paid off:
- 150K Views: Awareness-focused content from heyitsfeiii outperformed her earlier product-centric video by nearly 30K views.
- 2.9M Views: Alisha Marie’s video became a standout success, driving over 2.9 million views.
- 5.5M Total Views: Content from 90 creators reached more than 5.5 million viewers.
By the campaign’s end, the results were clear:
- 28.6% Growth in Customer LTV: From 70% (internal campaigns) to 90% with BENlabs.
- 90% Lifetime Value from Signups: The campaign surpassed Noom’s previous benchmarks.
- 3,000 Monthly Signups (Peak): At peak performance, BENlabs drove significant monthly conversions.
Key Takeaways
Noom’s partnership with BENlabs demonstrated the value of leveraging AI-driven insights and adapting strategies to meet evolving audience needs. By balancing performance and awareness, the campaign not only drove signups but also maximized customer lifetime value—solidifying Noom’s place as a leader in lifestyle transformation.
