2020 Semi-Annual Sale
Content Direction, Concept, Strategy — barre3
Art Director: Jaclyn Hudak, Jacky Boehm | Creative Director: Madeline Chandler
Goal: In the middle of the pandemic, we had to come up with a way to stand out amongst our competitors during the high-sale season of the year. Not only were we leading up to an election season, our content was experiencing ad fatigue, and we needed something new. With in-person collaboration out the window— we had a problem to solve.
Strategy: Instead of going the traditional route of heavy-sale messaging, we decided to infuse high brand storytelling from key individuals in the barre3 community: instructors and clients. In the middle of the pandemic, people needed to feel connected, accepted and find community. Our strategy was to meet our potential clients where they are at, bring the human element into a high-shopping season.
Results: In the first 24 hours of the two week campaign, we were at 41% to goal, at the end, beat our subscriber acquisition goal by 166%.
My Role: Content strategy, briefing, management, approvals, partnerships.
Jazmine Rogers - @thatcurlytop
Anja Kotar - @anja.kotar
barre3 Instructor Highlights
Christa Joy, Dustin Isom, Charo