Brand Campaign Concept & Development
Role: Social Media Manager
Marketing Director: Nicole Griffin
Creative Director: Madeline Chandler
Art Director: Jaclyn Hudak
Copy: Beth Collins
Video: Jenn Byrne
When the world is tells you to be small, and to always think to the future, barre3 is a safe space to move big, practice presence, and be your authentic self. This campaign advocated that all bodies are remarkable, just as they are in this present moment. This campaign helped launch the digital subscription product evolution that focused on tracking feelings before and after your workout like "stronger", "more balanced", "less pain" vs tracking weight or how you look.
As part of the barre3 January Challenge Brand Campaign in 2019-2020, I lead and developed the #MyPresentTruth concept, content development of scripts and hero stories, owned the social media strategy and influencer programming. Integrated and aligned the stories across all marketing touch points.
barre3 Product Marketing
Role: Sr. Brand & Content Marketing Manager
Photographer: Jenn Byrne
Art Director: Jaclyn Hudak
Creative Director: Madeline Chandler
Styling: Jacky Boehm
Goal:
Create a new suite of evergreen photo and video assets to refresh the barre3 brand, drive acquisition to our digital subscription, and support new product launches and extension into a new channel buy for barre3: OTT.
Strategy:
Elevate the key product driven USP's within the barre3 digital offering: Workout Focus, Subscription focus. Previous to this effort, content was focused on storytelling the at-home client experience rather than driving key elements of the product in the forefront. Given the digital product evolution, competitively, we needed to elevate product pillars in a way we hadn't prior.
Implementation:
To do this, we focused in on Instructors as the hero of the workout, and brought in animation that represented the barre3 subscription experience. We focused on four key targeting personas within our acquisition and engagement model, and allowed us to scale usage of this content across both awareness and performance marketing: OTT, display, social, and organic channels.
