Role: Sr. Brand & Content Marketing Manager

Photographer: Jenn Byrne

Art Director: Jaclyn Hudak

Creative Director: Madeline Chandler 

Styling: Jacky Boehm

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Goal:

Create a new suite of evergreen photo and video assets to refresh the barre3 brand for use in digital acquisition, product education for net new retention touch points, support new product launches across paid, organic, web. 

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Strategy:

Elevate the key product driven USP's within the barre3 digital offering: Workout Focus, Subscription focus. Previous to this effort, content was focused on storytelling the at-home client experience rather than driving key elements of the product in the forefront. Given the digital product evolution, competitively, we needed to elevate product pillars in a way we hadn't prior. 

 

Implementation: 

To do this, we focused in on Instructors as the hero of the workout, and brought in animation that represented the barre3 subscription experience. We focused on four key targeting personas within our acquisition and engagement model, and allowed us to scale usage of this content across both awareness and performance marketing: OTT, display, social, and organic channels. 

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