from social in < 3 months.
reached each month.
✹ CASE STUDY Highlights ✹
THE PROJECT
Evolution & Growth
of a Fitness Icon
— From
A-List Studios to Global Living Rooms.
some of the celebrity devotees to the Tracy Anderson Method over time. * images may be subject to copyright*
Process
& Results.
the science
Tracy Anderson is the leader of the health and wellness industry and Creator of the Tracy Anderson Method, offering over 170 fitness DVDs, new weekly streaming online workouts to clients worldwide, in person classes (at their New York City, Los Angeles, Madrid & Hamptons studios) at-home-exercise equipment, organic skincare products, apparel and the Tracy Anderson Magazine.
Tracy has helped countless celebrities transform their bodies, including:
- Gwyneth Paltrow
- Jennifer Lopez
- Tracee Ellis Ross
- Alessandra Ambrosio
- Harry Styles
- Victoria Beckham, Nicole Richie
- Robert Downey Jr
- Olivia Palermo
- Hilary Rhoda
- even Miss Piggy!
The beauty of the Tracy Anderson Method, though, is that people everywhere can get access to the same training, and the same perpetually evolving regimens as the red carpet’s biggest stars, either in one of the Tracy Anderson studios or in their own living rooms.
In 2006, after the birth of her second child, Moses, Gwyneth Paltrow found herself lugging around an extra 20 pounds: While she had always been fit and health conscious, she couldn’t lose the weight, despite turning to all the exercise regimens that had worked for her in the past. While filming the first Iron Man movie in 2006, Gwyneth began working with Tracy— and lost 11 inches in the first 10 days. Stunned, Gwyneth determined that every woman should have access to Tracy’s method, and the two became business partners.
Over the past two decades, the Tracy Anderson Method has grown and evolved, though the basic premise remains the same: Tracy continues to develop thousands of new routines to ensure that no client ever plateaus.
What they were looking for (next tab) →
For over 3 years, our role with the Tracy Anderson team was ever-evolving. From website management, to photography, video, content strategy, creative direction, e-commerce, newsletter design — whatever is needed — we served as external executive leadership, advisors, advocates and as on outside branch of the team to help push through initiatives often on quick-turnaround deadlines to meet the needs of Tracy’s constantly-growing brand. We loved working with Tracy and/or her team on a daily basis to continue to strategize and problem solve for fitness’s top celebrity workout guru.
Factors at Play →
COMING IN:
✹ challenges ✹
- New brand, limited word-of-mouth
- Small team
- Looking to build out their internal marketing team
- Disjointed brand ecosystems — for both the customer & instructor journey
- Teams operating in silos
- Top-heavy teams
- Uncertainty of streaming vs. in person workouts due to the pandemic
✹ strengths ✹
- Experienced, accomplished leadership team
- Advisor & investor team of connected heads of top global companies
- strong technology from a product side
- Differentiated offering that filled a tangible gap in the fitness space
How we solved this (next tab) →
Full strategic & creative overhaul of the consumer journey, the brand & marketing systems to accommodate the next phase of the Tracy Anderson Method .
project details →
When we first started working with Tracy and her team, the brand was in an era of transition. They had just begun doing streaming workouts but traction was slow, as pre-pandemic the value of online workouts was not yet fully understood by the general public.
The website was in need of a major overhaul from a consumer, technology and aesthetic standpoint. There was also a growing awareness of the need for upgrading & incorporating the in-studio & online customer journeys.
One of the biggest challenges was evolving the optics of Tracy’s brand from the exclusivity of her reputation for building “teeny tiny bodies” that brought her into the spotlight as Hollywood’s go-to trainer and showing the more down-to-earth side of Tracy that would help her become more accessible for mass-market consumers — but while also not alienating the upscale clientele that were the studios bread and butter.
success highlights →
SUCCESS : ✹ OVERVIEW ✹
Through our Efforts, we were able to significantly increase acquisition rate for streaming site x raise the make brand more approachable x inclusive, while maintaining the high-ed appeal of a luxury brand.
From low-hanging fruit, such as introducing the idea of/creating social media partnership strategies to add an extra stream of income & greater brand awareness to existing efforts; to an upgraded style overhaul for Tracy; to replatforming & remapping customer website journeys & dashboards; to in-person event creative, window display, product design, packaging, video and photo production — you name it — we helped build out templates & systems to help the Tracy Anderson brand grow exponentionally, keep their target luxury consumer & expand to global mass-market adoption. Helping not only grow the brand in uncertain times, but cement the legacy of a fitness icon & brilliant business woman, with strategy plans that we created still continuously being rolled out.
services we provided (next tab) →
(FULL SERVICE CLIENT)
- Integrated phygital XP
- CX Design & Strategy
- BRAND STRATEGY
- Experiential Strategy
- VIDEO PRODUCTION
- Target Audience R&D
- Board & Investor strategies
- Customer journey-mapping
- Executive Image evolution
- Partnership Strategy & Build-out
- EDITORIAL PHOTOGRAPHY
- WEB DESIGN /UX
- ECOMMERCE
- STREAMING MEDIA
- MARKETING STRATEGY
- SOCIAL MEDIA
- CONSUMER ENGAGEMENT
- Studio & Retail brand experience design
- Luxury event experience design
See the brand “BEFORE” (next tab ) →
See the “AFTER” (scroll down ) ↓
the creative
Where We
Took
the Brand
Dos Mundos Creative has been an excellent brand partner of ours for the past several years. Under Kana Livolsi's leadership, their agency's hard work, dedication and ability to work collaboratively has helped our team achieve many of our goals.
