Theragun

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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My Role

  • Conducted initial brand research

  • Identified meaningful target customer profiles

  • Designed and developed consumer persona

  • Created social mock-ups

  • Actively participated in activation development

Setup

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

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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. 

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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.

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Those In Need of Extra Support

Target Learning 

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 

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The Situation: 

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.

Meet Karen 

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. 

Karen Persona

Network of Support

Physical Therapist

Recreation Therapist 

Nutritionist 

Physician 

Neurologist 

Occupation Therapist 

Social Network
 

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Karen

COVID caused a network and routine disruption

Consumer Takeaways

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 

Challenge

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? 

Internal Resource

Theragun's extensive network of celebrities and medical professionals

External Resource

Availability and advancement of digitized exercise and tech

Opportunity

Supply our audience with resources that fit  their individual needs through our unique network.

See how we did it below!)

Strategy 

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. 

Solution

Introducing: TheragunMove

The Idea:

 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

Theragun move

An accessible and personalized physical activity motivator to get you moving for the greater good. 

Because what moves you, moves us.

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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. 

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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.

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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

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Phase 2: Launching the Platform

Goal: Release the app/online extension, exclusive content, and kits 

Onboarding

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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.

Profile

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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.

Expected Outcomes

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.  

Why TheragunMove?

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.
 

You Made It! 

 

My Team:    Joey Koroma (ST)

                      Ali Weiner (ST)

                      Lucy Mungo (ST)