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. 

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