TRX – ANYBODY, ANYWHERE

Challenge

Create and execute an integrated brand campaign for TRX Training that reaches new consumers outside of the core fitness audience with an authentic message of inclusivity.

Solution

The Brand Amp created the “ANYBODY. ANYWHERE.” campaign to play up TRX’s efficacy and ease of use for consumers across all body types – not just the super fit. We delivered this message of inclusivity by creating a brand campaign video, tapping body-positive activist, Iskra Lawrence, as our hero influencer, creating over 50 pieces of branded content and hosting a consumer sweepstakes to win a trip to NYC to workout with Iskra, TRX Founder Randy Hetrick and other body positive influencers.

The campaign included executions across all of TRX’s marketing channels. The Brand Amp created and implemented the following assets via our in-house integrated marketing team:

  • Campaign Style Guide
  • Hero Video
  • Campaign video and photo shoot
  • Influencer program (Hero influencer + 4 supporting influencers)
  • Proactive media relations efforts
  • Organic & paid social media campaigns
  • Media/Influencer event in NYC
  • Consumer sweepstakes
  • Website wireframe design

Results

TRX’s “ANYBODY. ANYWHERE.” campaign was received with overwhelmingly positive sentiment and captured 151K web sessions, 15K email leads, 4.1M total social engagements on the brand’s channels, 95M estimated media impressions and over 40 influencer posts.

To cap it off, our PR team landed a national broadcast hit that placed Iskra and Randy on FOX & FRIENDS to talk about the campaign message, do a quick product demo and share a special discount code with viewers. This segment led to an immediate sales spike of over $90,000 on TRXTraining.com in the 24 hours after the segment aired.

40

INFLUENCER POSTS

15K

EMAIL LEADS

151K

WEB SESSIONS

95M

MEDIA IMPRESSIONS

$90K+

REVENUE GENERATED

4.1M

ENGAGEMENTS