Work-out at Home!
The approach to exercising has been consistent over time. People purchase costly gym memberships with the determination to commit to their fitness goals. Unfortunately, the outcome tends to be the same - either they don't utilize the membership as often as they should or they lose sight of their health altogether. As a solution, we have successfully motivated both couchpotatoes and gym enthusiasts to work out from home by creating India's first genuine tech-based wellness brand!
The Challenge of Project
Flexnest approached us to assist them in launching and expanding a workout- at-home brand from scratch, as the country was grappling with a pandemic and had limited movement.
Our responsibility was to initiate the brand launch, introduce the product, and establish a consistent flow of early adopters who would be eager to embracethe workout-at-home concept.
- In the initial week of January, we launched the brand with the objective of becoming a part of people's New Year's resolutions to achieve a healthier and fitter lifestyle. To create a buzz, Flexnest was introduced with a bang, and we sensitized bothexisting and potential customers about the brand and its products through social mediaand OTT platforms, using both static and video creatives. The Launch Phase was focusedon building a community of First-Movers on our social media platforms, which we thenleveraged as brand representatives to spread the word and create a test audience for our advertisements.
- After establishing our audience of first-movers, the next step was toeducate them about our products and their advantages. The Knowledge Phase aimedtoestablish the brand not just as a workout partner but also as a thought leader in the industry. We began by listing our products, followed by their benefits, versatility, andusage. This exercise was successful in increasing our Instagram audience, with our social platforms growing an average of 350% over 5 months, along with a corresponding increase in our customer base.
- The final phase, which continues to date, is the Growth Phase, where we pushed the brand towards conversion and performance marketing. We utilized our largeaudience of first-movers and brand advocates to drive sales and continue to do so today. While our advocates remain strong, we have also expanded our audience beyond them.