The Overview
Aaptiv is a digital fitness platform offering both trainer-led audio and video workouts. While working with the copywriting intern,
we developed two marketing campaign concepts and corresponding activations.
The concepts were created to be targeted toward HR professionals, positioning Aaptiv as a wellness benefit that companies could
offer to their employees.
The Problem
As my first marketing campaign ideation project, I had to work at making sure each
of the concept messages felt different and stood apart, giving the client two strong options that aligned with Aaptiv's brand.
The Solution
To make sure each concept felt unique, I explored different campaign themes, visual styles, and activation ideas. I set up virtual meetings with the copywriting intern to stay aligned as our ideas developed.
I also met with other Walker Sands creatives for feedback, which helped refine concept ideas and ensure they showcased Aaptiv’s brand from varying perspectives.
- From concept to campaign. The Process.
- From concept to campaign. The Process.
- From concept to campaign. The Process.
Aaptiv Marketing Campaign
Aaptiv Marketing
Campaign
The Overview
Aaptiv is a digital fitness platform offering both trainer-led audio and video workouts. While working with the copywriting intern,
we developed two marketing campaign concepts and corresponding activations.
The concepts were created to be targeted toward HR professionals, positioning Aaptiv as a wellness benefit that companies could
offer to their employees.
The Probelm
As my first marketing campaign ideation project, I had to work at making sure each
of the concept messages felt different and stood apart, giving the client two strong options that aligned with Aaptiv's brand.
The Solution
To make sure each concept felt unique, I explored different campaign themes, visual styles, and activation ideas. I set up virtual meetings with the copywriting intern to stay aligned as our ideas developed.
I also met with other Walker Sands creatives for feedback, which helped refine concept ideas and ensure they showcased Aaptiv’s brand from varying perspectives.
- From concept to campaign. The Process.
- From concept to campaign. The Process.
- From concept to campaign. The Process.
- From concept to campaign. The Process.
- From concept to campaign. The Process.
- From concept to campaign. The Process.
Step 1:
Read through the creative brief
and began research on Aaptiv.
Read through the creative brief
and began research on Aaptiv.
Read through the creative brief
and began research on Aaptiv.
Step 2:
Met with both copywriters
and designers to share and expand upon concept ideas.
Met with both copywriters
and designers to share and expand upon concept ideas.
Met with both copywriters
and designers to share and expand upon concept ideas.
Step 3:
Worked with the copywriting intern to talk through revisions and develop concepts further.
Worked with the copywriting intern to talk through revisions and develop concepts further.
Worked with the copywriting intern to talk through revisions and develop concepts further.
Step 4:
Presented concept ideas to a creative director and worked through revision suggestions.
Presented concept ideas to a creative director and worked through revision suggestions.
Presented concept ideas to a creative director and worked through revision suggestions.
Step 5:
Talked with the copywriting intern again after our concepts were set to discuss activations.
Talked with the copywriting intern again after our concepts were set to discuss activations.
Talked with the copywriting intern again after our concepts were set to discuss activations.
Step 6:
Started designing the brand activations and developing
out the client presentation.
(Image shows concept 2 WIP)
Step 7:
Presented to another creative director, acting as the client
and selected concept 1 as the winning concept.
Step 8:
Completed final revisions before presenting concepts
to the whole creative team.
Completed final revisions before presenting concepts
to the whole creative team.
Completed final revisions before presenting concepts
to the whole creative team.
Concept 1: World of Wellness
Concept 1: World of Wellness
Concept 1: World of Wellness
Concept 2: Perks That Work
Concept 2: Perks That Work
Concept 2: Perks That Work
The Conclusion
This campaign project provided me with valuable experience developing marketing concepts from the ground up. Through consistent collaboration and feedback,
I learned how to shape distinct creative directions that align with brand goals and resonate with a specific target audience.
Self Reflection
I enjoyed designing brand activations and
am proud of the result. Collaborating with
the copywriting intern helped bring fresh perspectives. Receiving feedback from others reinforced the importance of
sharing progress through the process.
If I revisit this project, I would push the second concept. We provided one "out
there idea" and one "safe" idea. I think
the "safer" idea could be pushed a little
more outside of what might be expected.
The Conclusion
This campaign project provided me with valuable experience developing marketing concepts from the ground up. Through consistent collaboration and feedback,
I learned how to shape distinct creative directions that align with brand goals and resonate with a specific target audience.
Self Reflection
I enjoyed designing brand activations and am proud of the result. Collaborating with the copywriting intern helped bring fresh perspectives. Receiving feedback from others reinforced the importance of
sharing progress through the process.
If I revisit this project, I would push the second concept. We provided one "out
there idea" and one "safe" idea. I think
the "safer" idea could be pushed a little
more outside of what might be expected.
