Celebrate What Your Mind And Body Can Do
The barre3 January Challenge, 2021
Marketing Director: Tayler Worrell
Creative Director: Madeline Chandler
Art Director: Jaclyn Hudak
Designer: Jacky Boehm
Copy: Beth Collins
For brands in the fitness industry, Q4 can be make it or break it. In the middle of the COVID-19 pandemic, barre3 needed fresh positioning and storytelling to cut through the noise.
Under nearly impossible circumstances: the 2020 post-election season, social and political uprising, a society facing heightened levels of isolation and loneliness, economic instability, uncertainty, and increased competition in the at-home fitness subscription market— barre3 needed something to drive both growth and engagement.
Key Brand Pillars:
Community and Connection
Celebration and Inspiration
Key Product Pillars:
A guided 28-day workout program
Increase strength, mobility, balance
Bonus variety workouts: yoga and HIIT
Celebrate what your mind and body can do.
Strength comes from within, and that’s how we help you build it at barre3. With the January Challenge, we’ll help you dive deep into building functional strength, using a feel-good approach that improves mobility, taps into the power of breath, and fosters a mind-body connection. We’ll also provide off-the-mat experiences to help you deepen your practice, find community and connection, and create balance, inside and out.
Our bodies and minds are capable of so much—movement, connection, strength, healing, joy, change, growth—and this program will help you discover and celebrate all of it.
71% of new and current clients that body positivity and inclusivity resonated strongly as a compelling reason they joined the barre3 January challenge.
+395% YoY increase in net new revenue
+314% YoY increase in total revenue
98% Positive Brand Sentiment
+110% increase in barre3 search volume
Live Event Programming
To supplement clients barre3 movement practice, we created weekly programming that allowed our community to connect, learn and find inspiration. From live recipe-demo's breath work and free workout sessions, we were able to extend our reach by an additional 1.2M, increasing traffic by 119% and conversion rate by from organic MoM. Organic social engagement grew by 67%.
Partnerships: Influencers & Ambassadors
Multi-tier influencer support was key in expanding our reach, and building community conversation. A sampling of the influencer campaign I managed, and resulting brand conversation. The result: increased brand affinity and credibility, positioning barre3 at the forefront of what a body-positive fitness product, and community really looks like.
"I was so happy to come across barre3 in my journey, they are redefining what success in fitness means, and instead of tracking weight loss/gain. barre3 shifts the focus from external measures of success to internal truths."
We’re shattering lies in 2021 okay? And this is the first one.But busy-ness is an illusion and the best version of you my love is not on the other side of productivity but on the other side of self care and rest." - @arielleestoria
"Times are changing. Little by little, one step at a time, this industry is changing. All types of bodies are starting to take the mic, the podium, 𝐭𝐡𝐞 𝐥𝐞𝐚𝐝. ✨ The more bodies we include + celebrate as capable instructors, the more bodies feel comfortable in the room. When we make group fitness less about what you look like and more about how you feel, everybody wins!" @healthybunhead
"I never want to participate in any kind of workout that uses body shaming/losing weight as the main focus" @astoldbyjacynth
"In 2021 my main goal is to prioritize time for ME so that I can be the best version of myself for everyone else. I have struggled with anxiety and depression this year in ways I have never dealt with in my life, trying to cope with that as a new mom in the midst of a pandemic has been incredibly taxing, and whether you're a new parent or not I think it's safe to say we have all struggled this year. Doing barre3, I am already noticing the difference in how I feel on a daily basis just taking a few minutes to do something for me. " @jessannkirby
"What if you allowed yourself to actually move your body for fun? What if exercise was about building strength and getting MORE connected to your body instead of denying your body's needs for the sake of burning calories?
Before January comes around and the diet and weight loss talk starts to creep into our feeds, I wanted to catch you with a fresh idea for building strength, finding more moments to feel present in your day, and reconnecting with your body." @natalieborton