Halving Meta Install Costs for Jump Rope App Fancy Feats

Client: Fancy Feats

Regions: United States, United Kingdom, Australia

Services: Paid Social, Paid Search, Creative Production, Organic Social

Key Achievements:

Meta cost per install down 53%
122% more app installs from Meta on near-flat spend
Meta sign-ups up 128%

Introduction

Fancy Feats is a jump rope app created by a professional jump roper. It teaches skipping from the very first bounce through to advanced tricks, footwork and combos, with step-by-step video tutorials, a skill map that guides each learner’s progression, follow-along routines and progress tracking.

The app has a free tier and a paid membership, and draws its members from the founder’s own social following and a growing community of jump rope fans in the United States, the UK and Australia.

Challenges

Fancy Feats came to us in August 2024 to grow its user base beyond the founder’s existing audience, with app installs as the short-term goal and profitable subscriptions in the longer term. Jump rope looks simple until people try it, and many do not see why they would need an app to learn it, so the work had to make the skill feel achievable and show clearly what the app adds.

Strategic Approach

To address this, we focused on:

Founder-led creative for two audiences:
We scripted and edited UGC for two audiences, fitness enthusiasts looking for a new challenge and casual hobbyists who want exercise to feel like play, cutting the founder’s footage with member clips and in-app screens. A question-and-answer series with the founder, telling the story behind the app, became a regular top performer in our weekly reporting.
Organic social:
We ran the brand’s Instagram and TikTok calendar from September 2024 to January 2025, with tutorials, member progress stories, testimonials and a 24-day “Trickmas” series that shared one new trick each day through December.
A warmer route through the free guide:
When early app install costs were high for people who did not yet know the brand, we moved Meta to lead ads for a free quickstart jump rope guide, which brought new people into the brand’s email programme. We also ran Google search campaigns for guide downloads in the UK and United States, built around beginner jump rope searches.
Relaunching app installs:
Once the app opened a free tier and attribution was in place, we relaunched Meta app install campaigns in January 2026 across the United States, the UK and Australia. We tracked sign-ups as well as installs, refreshed the ads with the founder’s best organic videos as creative fatigued, and steered budget towards the strongest performers.

Performance Highlights

Lower Meta Cost per Install

0 %

More App Installs from Meta

0 %

Organic Posts Published

The figures below compare the first two full months of the relaunched Meta install campaign, February and March 2026, with July and August 2026, on spend that rose by only 5%.

Cheaper installs: Meta cost per install fell 53%. Across April to October 2026 as a whole it averaged 39% below the February and March level, including the more expensive autumn months.
More installs from the same budget: Meta delivered 122% more app installs on near-identical spend, with the United States providing most of the volume.
More sign-ups: Sign-ups attributed to Meta rose 128% and the cost per sign-up fell 54%, so the extra installs carried through to registered users.
Stronger engagement: Click-through rate rose 70%, from 2.06% to 3.50%, and cost per click fell 52%. Part of the gain came from lower media costs over the summer, with CPMs down 19%; the larger part came from more people clicking on the founder-led video.
Content at volume: Between September 2024 and January 2025 we published 68 organic posts across Instagram and TikTok, alongside the paid UGC, statics and the founder question-and-answer series.

Conclusion

Fancy Feats now has a Meta install programme that brings in more installs and sign-ups for each pound spent than at launch, supported by search campaigns that grow the email list through the free guide. We continue to test new founder and member content, including testimonials and trend-led formats, as media costs rise into the busy season.

This project drew on our paid social, search marketing, video and motion design, organic social and app marketing services. See more of our work.

More work like this: Cronometer, MyTip and Bakesy.