mind moves
challenge
CREATIVE DIRECTION, PHOTOGRAPHY, DIRECTION
The summer of 2020 was one of the most difficult times of the year. Turmoil surrounded the daily lives of many of our users to where a healthy lifestyle was beginning to vanish. Given our mission to help as many people develop healthy lifestyles, we needed to quickly devise a plan in hopes of resetting our users' unhealthy lifestyles - thus, "The Summer of Transformation" multi-channel campaign was created.
JULY ACTIVATION: The Mind Moves Challenge
We kicked our campaign with "The Mind Moves Challenge" designed to positively reboot your mental state while strengthening the mind-body connection P.volve asks of all user to eventually achieve. For many users in our target demographic, fitness has become therapeutic and a time to refresh themselves.
Complete 16 workouts or choose from a curated list of workouts designed to achieve a specific state of mind; focused, uplifted, refreshed, and energized. Earn your prize of 15% off your next equipment purchase.
ART DIRECTION/COPY
We all have moments when our mental state struggles and we feel as though our "mind is elsewhere" and/or split into pieces.
Using that reference, we used a double exposure technique to create an art direction that visualized how people felt when their minds where elsewhere and distant. The clarity of the original image of a trainer insinuates that a P.volve workout can help recalibrate your mental state for the better and allow you to refocus.
NEW PRODUCT FEATURES
In our digital product, we sorted workouts by intensity levels and difficulty into four playlists so users could select workouts based on different mental states.
The creative services, product team, and trainers collaborated on which workouts should be tagged per category.
With the activation features, came a re-design of our product homepage as seen to the right to help user find their appropriate workouts. Additionally, we featured workouts at the top of the homepage that people desired most based on their responses sources from P.volve's instagram's stories.
Organic Social Activations
We gathered daily responses through Instastories to gauge our community's mental state. The responses allowed our product to feature workouts based on our community's current mental state. Additionally, it allowed us to share users' responses with others in our community via social so individuals struggling knew they were not alone. Community engagement was a key to positively transforming people's outlook in summer 2020.
PAID SOCIAL ACTIVATIONS
In addition to supporting our current users, we used paid social advertisement and affiliate marketing to acquire new users who could utilize our fitness challenge to reset their negative mental states.
CRM
Our CRM and creative services teams created weekly content via email to support the community including:
- Recommending workout videos
- Writing Daily uplifting letters
- Sharing Powerful transformation stories by user
CRM was designated to keep our user informed of our campaign and continually engaged throughout the month of July.
AUGUST ACTIVATION: Focus, Transform, Make Your Move
As of August we wanted to begin help users begin thinking of transformation as a chain reaction: You move your body, you engage your mind, you ignite a transformation. Users have rebalanced, reenergized and created a deeper mind to muscle connection with "The Mind Moves Challenge." Now, it’s time to focus on the form that will help you get the most out of your transformation - we launched the Precision Mat.
The Precision Mat was designed to take your P.volve experience to the next level for total-body results. It launched with two programs for different users: one foundational to teach the fundamentals of our method and proper form, and one more advanced to continue improving form and see even bigger results.
AUGUST ACTIVATION: Art Direction/ Copywriting
The art direction for August referenced July's playful coordination with our secondary colors so as to retain a consistent visual identity throughout the campaign. More importantly, we allowed copy to dictate our imagery selection and focus viewers' attention. Like the precision mat, we requested our viewers attention to form to a detail of our content via copy.
AUGUST ACTIVATION: The Precision Mat Launch
The Precision Mat launch required an all company initiative from product design to product page deployment on the P.volve website.
The creative services and video production teams relied heavily on the guidelines found in P.volve Brand Book to create all content, so there was little room for innovation. The launch fit perfectly with our brand narrative in August asking users to now reset their physical state given they reset their mental state in July.