- Mobile App
Runna’s Hockey-Stick Growth in Subscriptions
Runna is a personalised running coaching app designed for everyday runners – whether you’re gearing up for your first 5K or chasing a marathon PB. With adaptive training plans, expert coaching, and a passionate community, Runna helps people at every level run stronger, smarter, and further.
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Subscriber Growth
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Creatives Tested
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Creator Collaborations
The Context
Runna came to Miri with ambitious growth goals. They were on a mission to accelerate subscriber acquisition and scale their presence in core markets – starting with the UK and expanding with a particular strategic focus in the US. Their goals were clear:
- Unlock subscriber growth at an efficient CAC
- Build a creative machine that could fuel performance and scale
- Break into new regions with tailored creative and UA strategies
- Find the confidence to scale based on predictive signals – not just reactive data
- Lay the foundations for broader acquisition strategies beyond purely in-app
Creative Built to Perform
Miri took a holistic approach to solving Runna’s growth challenges, blending creative and UA strategies into a system designed for scale, working as an extension of the team.
We revamped Runna’s creative flywheel, tightening feedback loops between creative, design and UA to guide efficient production with real performance insights. Together, we built a concept-led approach allowing us to test fresh ideas while scaling what worked.
To balance volume with impact, we:
- Built a playbook for iterating on top performers
- Balanced net-new production with high-impact variations
- Unlocked more creative diversity through a wider format mix and a range of creators and ambassadors
- Applied channel-specific creative strategies – because what works on Meta doesn’t always translate to TikTok or Google
Creative output was informed by:
- Our centralised creative testing, tagging, and performance tracking systems
- Real runner journeys – including our own team using the app to train
- Social listening and community insights to map USPs to runner needs
- UGC and aspirational content designed to grab attention, spark curiosity, and drive conversion
- This system gave us the structure to scale, the flexibility to adapt, and the insight to sustain strong performance over time.
Smart, Strategic UA
We built a flexible channel strategy that balanced proven performance with experimentation:
- Core channels (Meta, TikTok, Google, ASA) formed the foundation
- Strategic expansion into Google Search and CTV pushed scale further
- Custom CAC goals and creatives guided US-specific growth efforts
- Seasonal planning synced acquisition with runners’ natural motivation spikes – from New Year goals to race season hype
- We prioritised efficiency, ensuring campaigns didn’t spread budgets – or teams – too thin
Data-Driven, But Practical
To overcome hesitations around scaling, we helped Runna develop a predictive model rooted in real-time performance signals. This gave the team confidence to scale effectively, even as CACs shifted or the audience moved beyond early adopters.
Laura Davies
Performance Marketing Lead
“Miri helped us unlock growth through a structured testing approach, both within existing channels and as we expanded into new ones. They helped us identify new UA strategies, test creative variations at scale, and explore different entry points like web and app to improve acquisition. Together we built a strong creative engine with performance-focused testing which was key to driving efficient, scalable growth.”
“Miri truly feels like part of our team. They know the mobile app space inside out, and they’re always flexible, responsive, and ready to pivot when things change (which they often do in a fast-moving business like ours)”
