The Challenge

Momentum Fitness was entering a saturated market with a new concept: combining strength training with mindfulness practices. They needed a launch campaign that would cut through the noise and attract their target audience of busy professionals seeking sustainable fitness routines.

Strategic Foundation

We began with positioning workshops to define Momentum's unique voice and value proposition. The insight that emerged: fitness isn't about transformation—it's about momentum. Small, consistent actions that compound over time.

The Campaign

Our integrated campaign rolled out across three phases:

Phase 1 - Awareness (Weeks 1-2)

Teaser content building curiosity around the concept of "momentum over motivation." Social content, digital ads, and email sequences introduced the philosophy without revealing the full product.

Phase 2 - Engagement (Weeks 3-4)

Campaign launch revealing Momentum's unique approach. Video series featuring real members, founder story content, and interactive challenges encouraged participation and community building.

Phase 3 - Conversion (Weeks 5-6)

Limited-time founding member offers with compelling benefits. Retargeting campaigns, referral incentives, and testimonial content drove sign-ups.

Deliverables

• Campaign strategy and positioning

• Visual identity and campaign design system

• 6 hero videos (30-60 seconds each)

• 40+ social media assets

• Email campaign templates

• Landing page design

• Digital ad creative (5 variations)

• Launch event materials

Results

The campaign exceeded expectations:

• 1,200 founding members signed up (goal was 800)

• 85% conversion rate on landing page traffic

• 2.3M social impressions

• Featured in 3 major fitness publications