Apptivate: App Marketing Explained Going the distance: Growth lessons from adidas Running - Luca Stefanutti (adidas Running)
In this episode, we chat with Luca Stefanutti, the Director of Growth at adidas Running, the fitness app formerly known as Runtastic. They touch on the app’s role within the larger brand, key performance metrics, implementing new insights within large teams, and Luca’s point of view on some of today’s hottest app marketing topics, like AI, creatives, and the relationship between incremental and organic traffic.
Questions Luca answered in this episode:
- What is Runtastic and what is your role there?
- How has your background informed your role today?
- What role does adidas Running play in the brand’s larger digital ecosystem?
- What key metrics does your team look at when evaluating performance?
- Can you tell me about an experiment you ran that had surprising results?
- How do you put the insights you gain from experiments into action?
- How are you going about personalization in a cookieless, post-IDFA world?
- What trends are you watching that you think will shape the future of app marketing?
Timestamp:
- 0:47 Intro to adidas Running
- 3:10 Luca’s background
- 5:20 The role of adidas Running for the larger brand
- 7:35 Key metrics
- 10:30 Surprising learnings
- 13:00 Implementing new insights into action
- 15:04 Creative strategy for growth & UA
- 17:30 Personalization in a post-IDFA world
- 19:48 Thoughts on current app marketing trends
- 25:58 What to do in Austria for a few days?
Quotes:
(12:30-12:45) “I think the learning here is that you generally have one core value proposition for your app. Don’t forget about it with all the extra features. Just make sure you connect people to the core value.”
(13:45-14:02) “In terms of growth, picking one person from relevant teams to form a cross-functional squad will make sure that all your ideas are developed and spread around.”