WHOOP is a subscription-based wearable health and fitness coach. The device and companion app helps users train smarter, sleep better and recover faster via personalised insights and feedback.
A tech-driven, innovative product but complex to explain, WHOOP had low brand awareness and memberbase outside of the US.
It needed marketing to work hard to drive awareness with understanding, and ultimately memberships. We needed to articulate the WHOOP benefits, and position it as a tool that provides physiological data to those that are serious about their health and fitness.
Through research we found road cycling to be a key sport with a strong product-market fit.
Next we needed a platform to articulate the why of WHOOP, and allow us to speak to a relevant audience at a relevant time. We found this in our partners at Eurosport, and together we identified a unique opportunity in the iconic Giro d’Italia.
In a never-seen-before execution we peaked viewers’ interests by giving novel insights into the incredible feats of human performance being undertaken by world class cyclists, during the gruelling 21-day race. Riders wore WHOOP throughout and their live data was broadcast in real-time on Eurosport daily, using a pioneering tech execution. WHOOP then accelerated this with an integrated marketing campaign to support.
Viewer interest turned to awareness, and WHOOP sales. With 35 million total viewers, a 50% lift in sales, and an 80% lift in brand awareness, our campaign results exceeded business objectives.
