The BowFlex C6 Bike
With the organization’s focus set on building an app to support the top-selling Max Trainer, we were also set to launch our first-ever stationary bike from BowFlex. Revenue expectations were low and so was our paid media support.
Taking action
We set out to better understand our customer through our product and consumer insights team.
Our target customer was seeking greater variety and control with their workout app—and no one was looking for another subscription. The revelation that our new bike can connect to any app led us to develop a compelling positioning: One bike. Limitless digital experiences. The variety our customers desired at half the price. We also identified a competitive advantage in leveraging Peloton’s high pricing for members, turning our initial concerns about competing with them into an opportunity.
Content planning
In preparation for launch, I worked with product marketing, e-commerce, media, email marketing, and customer care to ensure we stayed on strategy and put the customer at forefront of the marketing campaign.
We developed a campaign that started with hype and anticipation with teaser content through social media and our email file. The campaign was rounded out with a homepage presence at launch, product email series, social media, and national TV spots.
Throughout the entire process, my role ensured that we stayed on brand, messaging was aligned, and the customer experience—from sales to post purchase—was consistent and true to brand promise.
Launch
Thanks to the quick smarts of our online consumers, the product's connectivity story soon took on a life of its own. Success drove urgent National TV spot requests (developed from already shot content) and Retail demand. The C6 has a 97% recommendation rate with over 2500 5-star reviews. The launch exceeded the forecast by 300%. 3.5M Year 1 Revenue. 2.5X TV Media ROI.