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Marketing
MARKETING INSIGHTS
The Game Plan
Marketing Strategy for AI Health
AI Health is set to transform the health and fitness app market with its flagship apps, Walk Ailly & Fitness Ailly, the first of our seven innovative apps in the 'Ailly' suite.
Our marketing strategy leverages the inherent design and functionality of our products, driving organic growth through exceptional user experiences.
1st class media & content creation delivery is a critical element of how we “connect” with our users. We must adopt an innovative and unique strategy capable of “out-performing” apps with much larger marketing budgets.
Product-Driven Marketing
Our apps promote themselves with seamless AI integration, personalised health interventions, and user-friendly interfaces, fostering word-of-mouth referrals and high retention rates.
YOUR AILLY: ON YOUR SIDE
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We intend to create a dynamic brand that based on the notion that : we are on your side, the user. We want our users to feel comfortable and to gain confidence and trust in our brand through the effectiveness of our apps and the choices we make as a company.
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"At AI Health, we've built seven unique iOS-led health and fitness apps, each designed to support our users. Our core marketing strategy centres around the we are your 'Ally' concept:
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WALK AILLY FITNESS AILLY RUN AILLY SLEEP AILLY HER AILLY
HEALTH AILLY COACH AILLY
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Our commitment is to be a non-biased, ethical company solely focused on the health and well-being of our users. We don’t engage in political commentary or take stances on policy issues. Our only interest is the health of our users. We strive to make users feel comfortable, confident, and trustful of our brand. Our data is accurate, and we are dedicated to being on the user's side, their ally.
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We embrace the real-time evolution of human perception; We don't want to exclude any part of the global population because we want everyone to have better health and fitness.
Grassroots and Viral Marketing
Short, impactful videos featuring real user experiences will be shared across social media. Street teams will distribute promotional materials and offer live demonstrations in high-traffic areas.
Multi-Channel Targeted Campaigns
We will reach diverse demographics with a multi-faceted approach:
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TikTok: Short, engaging videos with health tips and user testimonials targeting younger audiences.
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Instagram: Visually appealing content and interactive stories for mid-age demographics, showcasing user success stories and app features.
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Facebook: Informative posts and community activities targeting older users, emphasizing detailed health benefits and app tutorials.
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LinkedIn: Professional content highlighting Walk Ailly’s benefits for commuting professionals and partnerships with corporate wellness programs.
APP STORE PAGES
Projected Reach for a £5,000
Meta Campaign
OVERVIEW
​Strategically investing in paid advertising on Meta (Meta platforms include: Facebook, Instagram, Messenger and WhatsApp) we can expect to generate significant revenue.
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Indeed this exact approach is predominantly how fitness apps gain their subscribers. Remember the demand for fitness apps is big and growing !!
Actual impressions will vary based on targeting criteria, ad quality, and competition. Below is an estimate of the reach we could expect (The numbers are very similar for tik tok)
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META AD CAMPAIGN
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Average Cost Per Thousand Impressions (CPM): ~£5.80
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Estimated £5,000 Budget Reach: ~862,000 impressions
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Details:
With a CPM of £5.80, a £5,000 budget could yield approximately 862,000 impressions.
More specific audience targeting may raise CPM, impacting total reach.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​
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​​​​​​​​​​​​1. Number of Downloads: To estimate the number of downloads or subscribers you could gain from 862,000 impressions on a Meta ad campaign, you can apply typical metrics such as the click-through rate (CTR) and conversion rate (CVR).
(See chart below)
Final Estimate:
• With 862,000 impressions, you might expect 431 to 1,724 app downloads, depending on the ad performance (CTR and CVR).
2. To Estimate Subscribers from Downloads: we need to factor in the install-to-subscriber conversion rate (CVR). For fitness apps, this rate typically ranges from 5% to 30%, depending on factors such as:
Free trial offers -higher conversion rates with compelling offers.
​Onboarding experience - streamlined and engaging onboarding.
Value proposition - how clearly the app communicates its benefits
Final Subscriber Forecast:
For 862,000 impressions (£5k spend), you might expect:
• Low Estimate 22 to 86 subscribers.
• Mid Estimate 65 to 259 subscribers.
• High Estimate 129 to 517 subscribers.
(See chart below)
Marketing Execution
In this section, we outline our approach to executing an impactful and data-driven marketing campaign. By breaking our campaigns into structured investment blocks, such as £30,000 slots, we can demonstrate how these efforts will align with and support our financial forecasts.
For illustration purposes, we focus here on Meta advertising spend; however, platforms like TikTok offer similar cost structures and subscriber acquisition potentials, making this strategy widely adaptable.
Key Marketing Elements
Our strategic marketing execution is rooted in addressing common challenges within the fitness app industry while leveraging our competitive advantages. The core focus lies in creating a strong brand identity across our seven interconnected apps, ensuring clear communication of our value proposition, and implementing high-converting marketing elements.
Clear Messaging
To drive downloads and subscriber conversions, clear messaging is paramount. Our marketing campaigns emphasize the following unique aspects of our software:
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Accuracy: Validated as the most accurate app on the market, with features tested extensively over nine years
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Innovation: Industry-leading real-time coaching, adaptive AI, and cutting-edge training zones (e.g., FatMax).
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Aesthetics: A visually appealing interface, unlike competitors with outdated and generic designs.
These elements serve as critical hooks, ensuring our messaging not only attracts users but also fosters long-term engagement.
Screenshots and Video Previews
Our app stands apart due to its visually engaging design and innovative interface. Unlike many competitors, our graphics, animations, and real-time data visualization create a modern, professional, and exciting user experience. These visuals are central to our marketing assets, including:
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Video previews: Showcasing the app's real-time coaching and interactive features.
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Promotional materials: Ads, flyers, and social media campaigns that emphasize our design superiority.
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By leveraging our app's visual appeal, we expect higher engagement rates, more downloads, and stronger conversions.
Social Proof
Social proof is a key driver of organic growth. By capitalizing on our existing connections and insights from beta trials, we aim to generate significant user-generated content, including:
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Performance Sharing: Motivating users to post their workout results and health improvements on social media.
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Testimonies and Reviews: Showcasing feedback from beta testers and early adopters to build trust.
Additionally, we offer a 7-day free trial, giving users full access to our software's premium features. After the trial, users are invited to subscribe or continue with a minimal version of the app, which retains core features like VO2 max testing and step tracking. This dual approach ensures that even free-tier users remain potential subscribers, helping us convert them at a later stage.
In-App Engagement
We differentiate ourselves by creating a highly engaging app experience, as evidenced by our status as the most used fitness app in Apple’s beta program history. Our engagement strategies include:
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Gamification: Features like league tables, real-time calorie challenges, and shared workouts encourage users to compete and interact with friends.
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Personal Insights: Providing comparisons to global health markers, such as “Top 1% in your age group” or “Top 10% walking pace.”
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Cross-Promotion: Highlighting additional features like music and video integration, VO2 max testing, and health analytics, encouraging deeper engagement with the app.
Multi-App Ecosystem
One of our key drivers of growth is our multi-app ecosystem. Users engaged with one app (e.g., sleep tracking) are more likely to adopt another (e.g., walking or fitness coaching). This interconnected strategy not only increases our user base but also fosters organic cross-promotion, enhancing retention and lowering churn rates.
Marketing Forecast and Strategy
To highlight how our campaigns align with financial forecasts:
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Targeted Investment: Each £30,000 marketing slot is expected to generate significant impressions, downloads, and subscribers.
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Example Metrics: Based on a £30,000 Meta spend, we anticipate:
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5,172,000 impressions.
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7,200 to 12,600 downloads, depending on CTR and CVR.
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1,200 to 2,400 subscribers, with conversion rates improving through the above strategies.
By continuously optimizing these campaigns, leveraging social proof, and engaging users through advanced in-app features, we aim to build a sustainable pipeline of users, converting downloads into subscribers while maximizing retention.
This systematic and innovative approach to marketing not only supports our financial forecasts but also ensures long-term user acquisition and engagement, positioning our brand as a leader in the health and fitness app market.
Performance Metrics
Download and Subscriber Capture:
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Medium-to-High Estimates: We have forecasted downloads based on industry averages, adjusted to reflect the superior user experience of our app store pages and the support from Apple’s marketing and PR initiatives.
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The subscriber capture rate is also estimated conservatively within the medium-to-high range, considering:
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Our 7-day free trial strategy.
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The seamless onboarding process and engaging in-app features.
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Organic Growth:
Organic growth, typically 40-60% in health and fitness apps, has been forecasted at a conservative 20% for this model. This reflects:
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Peer recommendations, driven by users sharing their results and achievements with friends or on social media.
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Natural referrals, such as one user discovering WalkAlly and then exploring FitnessAlly as part of our ecosystem.
Subscriber Capture Total:
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Subscriber total combines direct subscribers from paid marketing efforts and organic growth.
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This number is used to project monthly recurring revenue (MRR) for each app.
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Financial Forecasts:
By the end of Feb-25:
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WalkAlly and FitnessAlly Subscribers: ~6,612 subscribers each (~13,244 total)
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Monthly Recurring Revenue: £171,779, with these two headline apps alone contributing substantially to annual recurring revenue (ARR).
Compounding Revenue Model
Revenue Reinvestment:
From February onward:
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Expanding the Ecosystem: Additional apps will be introduced to the market each month, leveraging the same structured marketing approach.
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Reinvestment in Marketing: With 80% of net revenue (post-app store costs) reinvested directly into marketing, the capital raised in this funding round will act as a catalyst for hyperscaling growth.
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Compounding Effect:
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As revenues from existing apps flow in, they provide additional resources for future campaigns.
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This creates a self-sustaining loop of revenue generation and reinvestment.
Key Takeaways for Investors:
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Data-Driven Execution: Each £30,000 marketing sprint is structured, monitored, and optimized to deliver measurable results.
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Scalable Growth Model: The compounding effect of reinvesting revenues ensures that our marketing capital multiplies over time, driving exponential subscriber growth.
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Low Overheads, High Margin: With low baseline overheads, our operating model ensures the majority of revenue is funneled back into growth initiatives.
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Forecast Validation: With ~13,244 subscribers projected by the end of January and recurring monthly revenues of £171,799, we demonstrate a clear path to scalable, sustainable growth.
This model not only validates our financial forecasts but also emphasizes the robustness and scalability of our marketing strategy, providing investors with confidence in our ability to achieve and surpass growth targets.
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Creative Retail Space
Creative Retail Space Ailly Connect Hub
Health
RETAIL LONDON
Creative Retail Space Ailly Connect Hub
We will be the 1st and only “app business” with retail units, so we can “connect with our customers, the public and our business partners”.
There will no added costs to our overheads. The locations (global ) will be office/ retail space and house our key operational staff who will also cover the shop floor.
We have identified prime central London retail space which would allow us to have “a shop front” so we can demo our apps, educate on fitness/health and hold events and guest appearances.
In the commercial area of the premises we will house our creative office, and “Ailly Connecting Hub” via:
Human Performance Gym, Biometric Lab, Podcast Booth, Yoga, Photography
Video Showcasing, Brainstorming and
Media Mapping, whilst housing our in-house team of designers, coaches, videographers, developers, and subscription sales teams so we create can “content magic” that will drive the company forwards!
We anticipate public footfall over of 10-15k per month = extra 3k subscribers.
Story Behind The Brand
Case Study Metrics: 1 Million ++ Views
Over 500k views in 2 weeks -
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Founder Interview: This is a recent feature of our founder Scott Alexander on the Venture Room. The traction here is organic and from non paid placement.
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Over 500k Views: In just four days this post gained over 500k views, 14k likes and over 2.5 post saves.
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Social Media Posting Model: We have a strategy in place for organic social media posting that we anticipate will result in our apps "going viral" and leading to significant subscriber growth. It is difficult to forecast numbers so we have not included them in our forecast figures, but we have outlined our anticipated revenue our story behind the brand strategy.​​
Below:
TikToc Non Paid Metrics
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Interview Video
AI-Health Founder Interview Interaction Data:
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​VIEWS: 603k Instagram / 405k TikToc
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123k Youtube
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LIKES: 9k Instagram / 15k TikTok
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2k Youtube
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SAVES: 2k Instagram / 2.2k TikTok ​​
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Below:
YouTube Non-Paid Metrics
Organic Engagement Strategy:
Behind The Brand
Continuous storytelling from the founder adds authenticity, building trust and driving engagement.
The recent organic engagement metrics demonstrate the power of storytelling and authentic content in amplifying reach.
Leveraging a personal brand to launch and promote product brands can offer significant advantages, particularly for entrepreneurs with established reputations.
Our viral post, with nearly 1 million , highlights the potential of leveraging the founder’s story and motivational content. This approach resonates deeply with audiences and aligns with our mission to help people become fitter and healthier while inspiring entrepreneurs and business professionals.
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Building Trust and Credibility A well-established personal brand fosters trust and credibility, which are crucial for attracting customers to new products. When consumers recognize and respect an individual behind a brand, they're more likely to trust the associated products. This trust can lead to increased customer loyalty and a higher likelihood of product adoption.
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Differentiation in a Competitive Market A strong personal brand helps differentiate products in a crowded marketplace. By showcasing unique expertise, values, and experiences, entrepreneurs can create a distinct identity that sets their products apart from competitors. This differentiation can attract a specific target audience aligned with the personal brand's ethos.
Forecasting for a 8 Week Campaign *February & March
Based on a consistent posting schedule (e.g. 2 high-quality videos per week on Instagram, YouTube and TikTok) and maintaining engagement levels, we can estimate performance over an 8-week period:
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Assumptions for Future Posts:
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Average Views Per Post: 200,000 views (Insta + YouTube & TikTok ).
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Engagement Rate: 3~5% (likes, comments, saves).
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Conversion Rate: 5%–10% of total downloads.
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Fitness Apps typically convert 5%–10% of downloads into paid subscribers. Ailly app's unique, validated features position it in the higher end of this range.
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Projected Metrics:
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Posts: 16 videos (across platforms).
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Total Views: 200,000 views per post → 3,200,000 total views.
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Conversion to Downloads: 3%–5% of views → 96,000–160,000 downloads.
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Conversion to Subscribers: 7.5 % of downloads → 7,200–12,000 subscribers.
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Revenue - MRR:
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£93,528 → £155,880
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Revenue - ARR:
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£1,122,336 → £1,870,560
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Why These Numbers Are Achievable
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Proof of Concept:
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The recent campaign achieved over 700,000 views and demonstrates the effectiveness of our content.
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With strategic CTAs and consistent posting, similar engagement levels are replicable.
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Top-End Performance:
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Our superior graphics and storytelling set us apart from competitors, placing us in the upper range of industry conversion rates.
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Anticipating 3% views-to-downloads and 10% downloads-to-subscribers is realistic given our differentiation.
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Cost-Effectiveness:
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Unlike paid advertising, this organic strategy incurs no external costs.
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Utilising our studio infrastructure ensures we can maintain quality at scale.​​​​
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Below YouTube video full interview with Scott as main feature alongside other business leaders.
Organic Engagement Strategy:
Behind The Brand
Continuous storytelling from the founder adds authenticity, building trust and driving engagement.
The recent organic engagement metrics demonstrate the power of storytelling and authentic content in amplifying reach.
Leveraging a personal brand to launch and promote product brands can offer significant advantages, particularly for entrepreneurs with established reputations.
Our viral post, with nearly 1 million , highlights the potential of leveraging the founder’s story and motivational content. This approach resonates deeply with audiences and aligns with our mission to help people become fitter and healthier while inspiring entrepreneurs and business professionals.
Product-Driven Marketing
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Paid Advertising and Traditional Campaigns
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Paid Digital Ads: Strategically placed ads on social media, Google AdWords, and health websites.
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Traditional Media: High-impact billboards in key locations like the London Underground to target commuters.
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Influencer Collaborations: Partnering with fitness and lifestyle influencers to create authentic content driving app downloads and engagement.
Strategic Partnerships and Community Engagement
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Corporate Wellness Programs: Integrating Walk Ailly into employee wellness initiatives to promote health and productivity.
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Health and Fitness Events: Sponsorships and participations in marathons, health expos, and fitness challenges to increase brand visibility.
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Educational Content: Collaborating with health professionals to create credible content that educates users on our apps' benefits.
Data-Driven Optimisation
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Continuous analysis of user data and feedback will refine our marketing strategies, ensuring maximum efficiency and effectiveness. Real-time adjustments will optimise reach and impact.
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Every 3 mins In The U.K.
Every 33 sec In The USA,
1 Person Dies from CVD Numbers are Rising, yet CVD is Preventable.
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YOUR PATH TO A HEALTHIER LIFESTYLE
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