Role: Content Direction, Concept, Strategy

Marketing Lead: Jenny Konopinski 

Art Director: Jaclyn Hudak, Jacky Boehm

Creative Director: Madeline Chandler 

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The Need:

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 media was experiencing fatigue, competition was steep, and we knew that our more traditional corporate sale message wasn't going to resonate. With in-person collaboration out the window— we had a problem to solve.

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Strategy:

Instead of going the traditional route of heavy-sale messaging, we infused 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. While the sale message was still front and center where it needed to be, for the first time during our annual sale, we dedicated more real-estate to story, instead of "% off". 

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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%.