Our approach

• #MyFitnessPalPartner
• #MFPsimplestartchallenge
• #MFPsugarswaps

• An Always-On Distributed Network

  XOMAD developed a global program that activated more than 300 trusted messengers across the U.S., UK, Canada, and Australia over the course of three years and 15+ themed activations, including campaigns for Earth Month, Women’s Health Month, seasonal promotions, bulking season, giveaways, and fitness events. MyFitnessPal was among the first brands to take a cutting-edge approach by repurposing creator content directly into their advertisements, showing early on how influencer storytelling could power paid media that would drive results. Each campaign highlighted creators’ personal journeys, encouraging audiences to log meals, track workouts, and explore premium features.

• Balancing Scale and Action

  The partnership showcases how XOMAD integrates both macro and mid-tier creators to achieve broad visibility, while nano and micro creators posting at scale fostered deeper engagement and outcomes, such as app downloads and premium conversions, due to a high diversity of frequency. This balanced approach allowed MyFitnessPal to attain both reach and measurable impact across multiple markets, while establishing a constant stream of diverse content usable for paid ads. 

• Content That Multiplies

  Top-performing posts were boosted on Meta and TikTok and repurposed across MyFitnessPal’s own digital channels, extending their lifespan well beyond influencer feeds. The result was a steady stream of authentic, high-performing creative that resonated with health-conscious audiences worldwide.