JEAN CAMPAIGNS

Situation: From 2020 to 2023, we had the opportunity to begin our transition from the older BowFlex era to a more modern approach. One of the first places we looked to establish our direction was on TV.

Action: I teamed up with the talented team at JEAN to develop several strategies to address our challenges throughout the year. In some cases, we aimed to focus on our products while starting to showcase our modern approach to home fitness. In other instances, we emphasized promoting the brand, with the products taking a less central role.

Results: Our collaboration carried us to our rebranding, featuring a fresh tone, new storylines, diverse characters and all-new locations. The success of our spots significantly boosted the business, resulting in 400-600x ROI.