barre3 2020 Evergreen Brand
Brand & Product Content Direction, Concept, Strategy — barre3
Photographer: Jenn Byrne | Art Director: Emily McAlister | Creative Director: Madeline Chandler
Goal: Volume, volume, volume. Increase performance marketing budget means we needed to scale our content, create variety, keep cost down and think social-first. Prior to this shoot, barre3 had never had a marketing-led creative production. Meaning finding content to meet the marketing needs was a feet. My responsibility was to take the business needs, and create a brand new briefing and management process with cross functional partners to create and deliver content that performs not just in brand visuals, but across paid and earned channels while meeting brand and product standards.
Strategy: Volume and variety. Content needed to be flexible enough to use in a myriad of ways as we scaled audiences, tested product, messaging and grew our acquisition efforts. Not only did we need to create aspirational client-first photo and video visuals, we also needed to speak to the key differentiators of the barre3 class: the unique combination of strength-conditioning, cardio and mindfulness, while creating unique content per acquisition audience segment. This content was originally created to last over the period of a single quarter, but, enter: The 2020 Pandemic.
Results: When the events of 2020 hit— this content was the #1 reason barre3 was equipped to meet the demand of at-home digital workout subscriptions in March of 2020. Over the course of the year, this content lived on, and allowed us to continue to scale acquisition and double the number of digital subscribers.
Below are examples of photo, and video ad placements created from this suite.