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© 2018, Darke Strategy
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TRX

TRX

SITUATION:
TRX was very well known among trainers and hard core athletes, but had poor brand awareness among regular active people.

ACTION:
We organized focus groups and interviews to understand the differences between our current and potential buyers. Then, we designed a brand strategy that included creating a new product tailored to this consumer and a marketing campaign in consumer media.

RESULTS:
Upon launch, TRX Home, surpassed initial objectives by 40% and raised TRX’s brand awareness by 400% YOY.

Task

To increase awareness and sales among highly active non-athletes without loosing TRX brand soul or alienating core consumers