Want to have an epic marketing fail on your hands? Tell people that they need to lose weight. Although the Center for Disease Control reported that in 2015~2016, obesity affected over 35% of US adults aged 20-39, over 42.8% of adults aged 40-59, and 41% of adults 60 and over, it isn’t a topic many people are excited to discuss.
But it is an incredibly important topic, nonetheless. Obesity has been linked with heart disease, stroke, diabetes, and even some cancers.
So how do you position a product that, of its many benefits, helps people live healthier and happier lifestyles by granting them control over their weight? How do you offer a solution without talking about the problem?
By not making it about weight alone. Or even losing weight, for that matter.
Scales have traditionally been marketed as one-dimensional products that chain individuals to a simple number. Users step on and are given a single piece of data that either makes them feel good about themselves or makes them feel bad about themselves. The scale was a simple device with an inherently negative user experience.
That’s why Cubert strategically designed FitTrack to be and planted FitTrack within the “new” health movement as a tool of empowerment, one that delivers value to an audience that prizes being well-informed—especially when it comes to their health.
GETTING THE WORD OUT
Millennials might be most attributed to having an innate “radar” for marketing and advertising but that ability isn’t exclusive to their generation. Gen X-ers and a large cohort of Baby Boomers grew up in environments that were saturated with rhetoric designed to convert them into customers, even if each element of the rhetorical situation wasn’t immediately apparent. That’s why it’s harder than ever before to capture consumer attention—people see marketing coming from a mile away, and they’re tired of hearing the same old messages. When’s the last time you didn’t hit “skip” on a YouTube pre-roll?
(We’ll come back to the one you’re thinking of, right now, in a moment.)
For this reason, it’s important that innovative brands discover new ways to be seen by customers if they want to break into well-established categories like health and wellness. A fickle reputation that category’s earned over decades for its often-conflicting messaging made FitTrack’s entry particularly challenging. But by placing considerable emphasis on the value of the information that FitTrack and its accompanying app provide, Cubert was able to orchestrate an incredibly impactful product launch.
“Initially,” explains Co-Founder Marius Ronnov, “Digital advertising was a lot like advertising on any other medium. Aside from a few tactical decisions you could make, there wasn’t really much in the way of targeting.”
In the past, one may have purchased media in GRP’s during programming that research had shown to be popular among a target audience or age or gender demographic. Or, if you were selling scales thirty years ago, you might place an ad in a health and fitness magazine and hope for some phone orders. Today, however, predictive AI identifies a brand’s top of funnel leads, retargeting technology allows for customized rhetoric that moves them towards a solution, and powerful CRM tools nurture relationships and cultivate a brand’s ethos over time.
“We don’t have to scream into a void anymore,” Ronnov continues. “Today it’s about showing up in front of the consumers who are already interested in the solutions you have to offer, and then staying top of mind while you build a relevant relationship with them.”
(That video you immediately thought of, the one you didn’t skip while you were waiting for the other video you actually set out to watch? Most likely, it was thanks to predictive AI or a well-oiled CRM strategy, both of which Cubert recruits teams of experts to manage. No, your phone isn’t listening in on your conversations. There are just some creative minds out there that are very good at their jobs, and Cubert’s proud to have them onboard.)
BREAKING DOWN BOUNDARIES
Thoughts, feelings, and preferences may change from generation-to-generation but the health and wellness category continues to grow. “People are much more invested in their health than they were before,” Ronnov goes on, “but that’s consistent across every generation. So our challenge was to position ourselves in such a way that a 43-year-old woman from Ohio and a 21-year-old man from Los Angeles both understand the value that FitTrack has to offer. The solution FitTrack provides in an increasingly overwhelming space.”
To accomplish this, Cubert looked to the common ground that men and women across generations were standing on, and went there to meet them. By choosing to concentrate efforts in such a way and opting not to be Gen Z’s smart device or the Baby Boomer’s newest tech acquisition, FitTrack was able to capture (and hold) large shares of men and women’s attention, in near-equal proportions, across all age groups in just three quarters of operation.
THE “NEW” HEALTH MOVEMENT
Ultimately, FitTrack’s intergenerational success stems from its ability to leverage internet technologies in order to solve a unique problem that, perhaps paradoxically, the internet created: information overload.
The “new” health movement is one that’s saturated with an abundance of information being broadcast by innumerable sources. Social media influencers, YouTube stars, local newspapers, national magazines, and the latest raved-about streaming documentary all compete for the movement’s attention. Along with the myriad voices come a thousand different opinions on what is or is not good for someone. Is fat the enemy, or are carbs? Or, maybe, it’s sugar? Either way, have you tried kombucha?
Ronnov and fellow Co-Founder Jeffrey Lee noticed how easy it was to drown in a sea of information meant to be helpful, and how quickly information overload can deteriorate motivation in individuals trying to get healthier. “That’s when we saw an opportunity,” Lee explains. “To give people the most valuable information they can have when it comes to their health and wellness. To give them as much information as we could, as accurately as we could, about how everything they do in life affects their body composition.”
FitTrack’s seventeen different health indicators may seem, at first, to contribute to the problem of information overload by adding to it, but research has shown that isn’t the case.
“A lot of our customers use FitTrack to monitor their body fat percentage or their BMI,” Lee reveals. “But we’re also seeing mothers using the FitTrack app to make sure their whole family is staying healthy together, or specialists like bodybuilders monitoring their muscle mass and protein rate more closely than anything else.”
In a way, FitTrack is a one-size-fits-all solution to the health and wellness category’s notorious one-size-fits-all problem. The data FitTrack users receive in their reports is so unique and individualized that it arms them with everything they need to know as they explore different fitness and nutrition options, of which there’s an ever-growing array, while allowing them to focus on what matters most to them individually. By removing the guesswork and empowering users with actionable information, they can finally see for themselves if the latest take on the keto diet or the hottest new HIIT routine everyone is trying actually works for them the way they want it to.
By leveraging powerful technologies in the hands of capable specialists, Cubert was able to find meaningful ways to enter the health and wellness category and identify audiences hungry for the kind of knowledge FitTrack provides. By ensuring that the core of its rhetoric isn’t just about weight loss, it’s about using accurate data to make informed decisions about your health, FitTrack continues to convert those audiences into happily empowered users.
“It doesn’t end here,” Lee says with confidence. “We’re going to change the way people think about their bodies.”
Ronnov laughs. “And maybe some other things along the way.”