The Challenge
How does an industrial rubber manufacturer break into the home gym market?
North West Rubber (NWR), one of North America’s leading recycled rubber producers, had already been outfitting arenas and fitness centres with heavy-duty mats. But in 2021, they were looking to expand their rubber flooring to a new sector: home fitness.
The company hoped their new FitFloor mats and interlocking tiles would appeal to high-performance athletes. They had a high-end product, but no way to get it into buyers’ hands. FitFloor approached us to help them build a website, drive growth and engagement, and bring their brand story to life.
The Objectives
Help build a strong brand story
through video ads, photography and custom designs
Increase interest and awareness
via paid advertising, social media marketing, and giveaways
Develop an e-commerce website
with strong UX/UI that converts leads to sales
Our Solution
How do you make an inspiring video starring … the floor?
We spent three days shooting six athletes doing six different workouts to capture the intensity and versatility of FitFloor mats and tiles. Our writers came up with a 360 degree approach: the camera would move around our models, splicing their workouts – and moments of pain and glory – together to create one circular motion. The end frame was exactly the same as the beginning: a clean home gym floor ready to power another epic sweat. Full circle, 360 degrees.
The Results
How do get a premium product to stand out from less premium competitors – and get buyers to commit to the cart?
151%
growth in followers
11.5%
engagement rate
12,366
organic impressions in the first month
1842
interactions in the first month
We engineered a seamless shopping experience, funnelling home fitness buffs from targeted Google ads through to gym floor purchase. We partnered with design agency Flowmarq, so we could focus 100% of our efforts on the user experience: a sleek web interface, intelligent filtering, easy-to-follow measuring instructions, and a simple checkout process.
