The Problem:
Well established among professional and college athletes, as well as top performers like Fortune 500 CEOs and devout Crossfitters, fitness wearable brand WHOOP sought to launch a membership platform that was more accessible to consumers. Access was challenged with launching the membership platform to demonstrate WHOOP as an innovator in the athletics, health and tech spaces.
The Solution – How We Uncomplicated the Complicated:
Access enlisted WHOOP CEO as well celebrity trainer and WHOOP user, Joe Holder, to host training sessions for media at sports, tech and business publications. After walking media through their WHOOP Strap data (shared with media pre-desksides), Holder trained media in ways to encourage high strain and recovery scores in relation to the brand’s unique messaging: “unlock your potential.” The media engagement in conjunction with fitness influencer partnerships generated immediate awareness at launch.
Results & Impact:
The campaign ultimately engaged with every top-tier health & wellness and fitness publication, as well as top tech and business outlets, generating more than 50 placements and 380MM impressions.