2020 Semi-Annual Sale
Role: Content Direction, Concept, Strategy
Marketing Lead: Jenny Konopinski
Art Director: Jaclyn Hudak, Jacky Boehm
Creative Director: Madeline Chandler
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.
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".
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%.
Anja Kotar - @anja.kotar
Musician, Singer, Songwriter, Influencer
Jazmine Rogers - @thatcurlytop
Sustainability & Lifestyle Influencer
Christa Joy, Dustin Isom, Charo