TRX was very well known among trainers and hard core athletes, but had poor brand awareness among regular active people.
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.
Upon launch, TRX Home, surpassed initial objectives by 40% and raised TRX’s brand awareness by 400% YOY.
To increase awareness and sales among highly active non-athletes without loosing TRX brand soul or alienating core consumers