Powerful is Empowering
2020 brought a surge to the home fitness market and BowFlex experienced an influx of new customers. With increased growth and competition, separating ourselves from the others was critical. TV spots in home fitness were quickly becoming the same. Same intense visuals. Same storyline. We wanted to be different—and need to be.
With updated competitive analysis and consumer research trends, we knew that fitness, for our customers, was more than simply focusing on sweat and calories. We wanted something different and motivating, something that might make you smile, but also transport you into a different world of doing all that was previously unthinkable; because the feeling of exercise gives you the confidence to do anything. Empowering.
JEAN Campaigns
Starting in 2020, we began to transition BowFlex to a more modern approach. This first place we started was TV.
We worked with our agency partner JEAN to develop strategies to address our challenges throughout the year. We explored a couple different approaches. In some cases, we aimed to focus on our products while starting to showcase our modern approach to home fitness. In others, we emphasized promoting the brand, with the products taking a less central role.
Whenever we start a project, I ask the team ‘What problem are we trying to solve?’ For these campaigns, I collaborated with our Brand director and our agency partner from inception to launch. My role is to ensure that we stay on strategy, that we deliver a consistent brand experience across all touch points, and that our messaging is cohesive and consistent.
Our collaboration featured a fresh tone, new storylines, diverse characters and all-new locations. The success of our spots significantly boosted the business, resulting in 400-600x ROI.
The team
Michael Robinson - Brand director
Bridget Berquist - Integrated marketing manager
JEAN - Creative agency