Wahoo FitnessCase Study
Increase brand awareness and drive more traffic to the Wahoo website. But, behind that clear goal lies a complicated challenge. Consumer’s attention is shrinking, with the attention span devoted to whether a user will stay on a web page currently around 10 seconds.
Wahoo needed us to wage content marketing and social media strategies to drive awareness for the TICKR X heart rate monitor product, a product not largely well known in the competitive heart rate monitor space dominated by large fitness brands. The goal was to target consumers who are workout junkies, including cross-trainers and gym-goers, to inform them on how they can leverage smart technology to help train smarter. Wahoo wanted to push consumers to make this goal part of their New Year’s resolution.
Here are the stats for the top-three performing content assets from the campaign:
- Running Cadence: Engagement Rate: 0.99%, Reach: 232,951
- 8 Tips to Boost your Motivation to Run Engagement Rate: 1.36%, Reach: 104,605
- 7 Ways to Get the Most Out of Your Spin Class Engagement Rate: 1.13%, Reach: 124,346
Content Marketing + Social Media
We crafted a focused content marketing campaign to target customers that their audience found engaging and helped increase brand awareness for the product. We achieved this by creating a New Year’s resolution campaign, leveraging blog content and social media marketing including multiple components explaining the benefits of the product, which in this case was the Wahoo heart rate monitor that helps athletes train smarter.
“From a branding perspective, it hit right with what I wanted to do,” said Glay. “People are having social media conversations on the product and conversation equals intent. This is happening because we used content to tell the story of different components of the product. We targeted it to very specific personas and engaged their interests. We then augmented with a follow-up with those that were interested, and we are still seeing residual impact from pieces that were released in January. To me, it was very successful.”