Fitness that feels different campaign
It can be a struggle for a brand to share authentic stories. It was important to us that the people we selected to represent the brand represented real people, sharing their stories.
Setup
We collaborated with our agency partner, Herman-Sheer, to create a campaign centered on real people, real stories. We intentionally selected BowFlex customers from our social communities and aligned with influencers who embody the brand's future vision.
Our narrative powerfully captures the essence of the BowFlex experience, showcasing how it empowers individuals to feel extraordinary. We highlight the mind-and-body benefits,
state-of-the-art technology, that post-workout rush, and personalized fitness solutions that keep our customers engaged.
We seamlessly paired user-generated content with a striking graphic style tailored for vertical storytelling formats, combining impactful narratives and conversion-driven assets.
Launch
The paid social (IG/FB) ad variations drove a 5X ROI without leaning on promotions and became the “control” assets over 6 months.
The executive team was so excited about the performance we received that they asked that we apply this new campaign messaging within a few weeks to a quick-turn TV spot.
The
team
Michael Robinson - Brand director
Bridget Berquist - Integrated marketing
Herman-Sheer - Creative agency
Process
Through weekly status meetings, our team collaborated with Herman-Sheer on the strategy, creative direction, influencer scouting, and media.
Influencer management can be time-intensive and was a key piece of this campaign. I worked to ensure that we had the best representation for our brand, helped manage contracts and negotiations—ensuring that our project timelines was on schedule.