BOWFLEX MOVES FORWARD

Situation: The new BowFlex rebrand was successfully launched and gained significant organic traction. Despite limited media spend, we are determined to maintain the momentum of our new brand promise, empowering the joy of movement, while also effectively introducing the first two new products that highlight our rebrand visuals.

Action: To expand on our initial launch materials, we maximized the use of our color system and carefully selected a new team of talented individuals to fully empower and celebrate movement in all its forms. We organized photo and video shoots in both studio and in-home settings, dedicating ample time to create a comprehensive library for all digital marketing channels and global campaign needs. Just a month before our production, I was tasked with preparing two brand-new rebrand spots for national TV to promote our biggest sales event of the year. We seamlessly integrated this additional work into our existing schedule without requiring any extra time or budget.

Results: 100% of the TV budget was strategically committed to new commercials during the pivotal final quarter of the year, resulting in a business-carrying 5.0 return on investment. Following months of consistent promotions to our email list, the new imagery made a significant impact, driving double the revenue compared to emails featuring the old BowFlex creative. This production not only established the brand for the year-long “Movement is” campaign but also continues to powerfully support every marketing touchpoint that BowFlex creates to this day.