Therabody
The Therabody 'Category Evolution' project was an initiative focused on repositioning Therabody's product portfolio to solidify its standing as the global leader in wellness and recovery technology. This case study explores my role in recreating the brand's messaging and approach, aligning it with market needs and competitive realities to bring new products to market and complement their 'Workout Called Life' campaign.
Client
Therabody
Industry
Wellness Tech
Year
2023
Role
Marketing Consultant
Concept
The goal of this project was to reposition Therabody’s diverse product line, ensuring each offering was aligned with the company's vision of empowering every body to live better, longer, healthier lives through non-invasive technology. The challenge was to work cross-functionally within the organization as a product marketing expert to transition Therabody from a feature-focused, device-centric brand to a benefit-focused, consumer-centric brand, serving a larger audience and market opportunity.
Process
To kick off the project, I conducted comprehensive research on Therabody's brand, products, and consumer base through stakeholder interviews, data analysis, and market research. This initial phase was crucial for understanding the current ICP, messaging, and positioning to identify areas for improvement. I then shifted to analyzing the competitive landscape to pinpoint opportunities for differentiation and potential market risks. This research informed the development of new product positioning statements, SWOT analysis, and buyer personas, all designed to redefine the audience for each product.
During the subsequent months, I gathered consumer insights through surveys, focus groups, and online analytics to inform the new product positioning and messaging strategies. I spearheaded the creation of a comprehensive product bible, which provided a blueprint for consistent, impactful brand messaging across various marketing initiatives and product launches. Working closely with executive leadership, I ensured that the marketing strategy aligned with their vision and incorporated their feedback. In crafting a comprehensive marketing plan, I detailed messaging, positioning, and go-to-market strategies. The execution phase involved supporting stakeholders in implementing the marketing plan and analyzing performance to make real-time adjustments. This collaborative approach ensured that every aspect of the project was meticulously planned and executed.
Outcomes
The Therabody 'Category Evolution' project successfully repositioned Therabody’s product line, leading to increased brand awareness and consumer engagement. The project resulted in the development of clear, benefit-focused product messaging for the entire Therabody’s product lineup and enhanced consumer perception of Therabody as an accessible, consumer-centric brand.
We launched a new visual identity and product naming convention that aligned with the refreshed brand strategy. The comprehensive marketing plan drove significant traffic and sales growth. By shifting the brand's focus from features to consumer benefits, we were able to connect more deeply with a broader audience, ensuring Therabody’s continued leadership in the wellness technology market. And due to the impactful results delivered, my contract was extended for additional projects in support of this inspiring client.
