Creative Diversification Through Sober Activities
NewForm is a free recovery and wellbeing app designed to help people build meaningful connection, support, and positive growth on their sobriety or mental health journey. It brings together thousands of free events, supportive communities, safe discussion spaces, and wellness tools.
The Creative Ideation
We wanted to show diversity in activities that would appeal to different groups of people. This would also resonate with Meta’ creative best practice through creative diversification which would ensure strong performance when targeting a broad range of people interested in different things and at different points of their lives. With that in mind, our design team generated a few images that focused on some widely trending activities like Run club and an all time favourite Yoga, with some others that are more niche such as indoor climbing and knitting.
Learnings so far
The Activities imagery have already begun to perform, generating Installs of the app mostly on IOS14+.
Interestingly, the clear winner at the start of their journey is the indoor climbing creative. Which would lead us to ensure adding in and testing some more out of the box sober activities.