Moving for the Greater Good
Brand Strategy | Product innovation
The Big Idea
At the time of this project, Theragun was a product-centric brand that was adored by niche consumers. Unfortunately one of their largest customer bases was left to face dire consequences as a result of the pandemic. We devised a plan for Theragun to save the day and impact lives in a major way.
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Conducted initial brand research
Identified meaningful target customer profiles
Designed and developed consumer persona
Created social mock-ups
Actively participated in activation development
Pushing Beyond Product
The saying "great minds think alike" never rang more true than in relation to this project. When we were initially assigned Theragun one of our first notes for the brand was to capitalize on a major opportunity. They specialize in percussive massagers and their products literally change their customers lives. The benefit they provide is deeper than just a sole product and we were going to suggest that the brand switch to more "big picture" messaging. Well a few days before our presentation they announced that they would be switching from Theragun to Therabody. Meaning:
Theragun → Therabody
Product →. Person
Recovery → Holistic physical wellness
A Meaningful Pivot
With this new brand image in mind, we decided to hone in on serving the needs of one specific target. First we broke Theragun's clientele into three key groups that we observed.
Edge-seeking Elite Athletes
Those who engage in intense physical activity and rely on Theragun products for recovery after testing their body's limits
Everyday Wellness Champion
People who primarily see fitness as a wellness activity. While their intensity level is mild, they use our products for relief from aches and pains
Those In Need of Extra Support
Individuals suffering from chronic pain due to conditions like Multiple Sclerosis, Parkinson's,etc.
Then, we chose to focus on Those In Need of Extra Support. This group is the most vulnerable and we felt like we could provide significant assistance for them.
Those In Need of Extra Support
Our massage devices have gained notoriety in the media for their revolutionary ability to ease chronic pain. We've already established credibility with our target on a product level. Our goal was to now be perceived as an overall brand they could trust, as opposed to just a product. In order for that to happen, we knew we had to gain a clearer understanding of who our target really is.
Fast Facts About Chronic Pain
Our initial digging landed us on some jarring statistics
One of our major audiences, people with chronic pain, who were getting treatment from physical therapists are now unable to visit them in the midst of COVID-19.
To tackle the situation at hand we built out a persona around our target. We wanted to further understand where they are mentally, and what needs were being unmet.
Network of Support
COVID caused a network and routine disruption
After combining our persona learnings with the results of social listening on various chronic pain forums and one-on-one interviews, our team landed on three key takeaways.
1. Physical loss of health network creates opportunity for innovation
2. Psychological health is affected by variance in access to control or interests
3. Emotional health support is supplemented by community in online forums
Consumer Truth: Overall health exists at the intersection of digital innovation, personal independence, escapism, and community support.
Bridging The Gap
Under the consumer truth’s guiding principles, can Theragun capitalize on its physical and cultural resources to offer a substantial physical health alternative for those with chronic pain?
Theragun's extensive network of celebrities and medical professionals
Availability and advancement of digitized exercise and tech
Supply our audience with resources that fit their individual needs through our unique network.
See how we did it below!)
Motivate people to engage in physical activity through our existing infrastructure and cultural ambassadors by intertwining causes that they care about with content they want to see.
By performing physical activity, users can earn a Theragun kit for someone in need. We will then donate to the cause of their choice from our designated list. This incentivizes everyone, including those experiencing chronic pain, to get active for the sake of helping others.
TheragunMove X VERA
An accessible and personalized physical activity motivator to get you moving for the greater good.
Because what moves you, moves us.
VERA is a platform that assists users in their healing journey through a various means including 3D motion-capture technology and Telehealth visits. VERA will also leverage the extensive Theragun Professional Network which is made up of certified professionals in the wellness space.
The Theragun Social Network is a major aspect of TheragunMove's success. Professional athletes, actors, and musicians all attribute their performance to our product and they proudly champion our offerings. Utilizing their cultural currency will help us spread awareness to casual users.
TheragunMove will unite people through a common cause by using personalized, accessible, and gamified motivation. It's launch will be centered around a 3 phase approach.
Phase 1: Short Pre-launch
Goal: Build momentum, buzz, and brand trust in the physical health sector
Phase 2: Launching the Platform
Goal: Release the app/online extension, exclusive content, and kits
User personalization is of the utmost importance and it begins during the onboarding process. Users are prompted to answer questions about their mobility, interests, motivators, and access to equipment.
Each custom user profile would include various features such as archived workouts, a point tracker, and suggestions for activities. Mood, pain, and movement would also be tracked to ensure that users have a record which can they reference for future doctor's appointments.
A Typical Week
Engaging in physical activity results in the earning of points which ultimately unlock content that is tailored to their unique interests. (See example below)
The End of The Month
At the end of the month users will receive a detailed report on their progress which only strengthens their journey. Rewards for discounted Therabody product kits and one-one-one specialist consultations will also be offered to members who remain active on the platform.
Phase 3: Continuing the Conversation
Goal: Send Theragun devices out, bolster donations, and cultivate spaces for UGC
Yay! After moving for 75 days, you earned 4,000 points. Now, one Theragun Kit is on it’s way to Daxton Jacob in Philadelphia, PA!
After extensive time spent on the platform accruing points, the rewards shift from being inwardly focused, to outwardly focused. In addition to unlocking media and deals that interest our users, they can engage in philanthropy by using their points to supply a Theragun to someone in need.
1) Empower people with chronic pain to take achievable steps to staying active by simplifying tracking and personalizing motivation.
2) Inspire others to take part in giving back by providing a method for accessible change-making.
TheragunMove Shifts from a clinical mindset to a creative one.
It empowers people without access to treatment by improving their own health. Their feelings of power only elevate as they are also able to help others. This allows them to switch from a victim mentality to a victor mentality.
The platform builds awareness for chronic pain amongst those who typically would be oblivious to the plight. Furthermore, it integrates a tangible opportunity for them to take action.
Lastly, it takes fully exemplifies the new mission and transition of the brand from Theragun to Therabody.