360 Degrees

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.

OBJECTIVES

1.

Help build a strong brand story

through video ads, photography and custom designs

2.

Increase interest and awareness

via paid advertising, social media marketing, and giveaways

3.

Develop an e-commerce website

with strong UX/UI that converts leads to sales

A 360 Degree Brand Video

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. 

Next-Level Fitness Photography

An entirely new brand, FitFloor had few assets for its website, social media, and digital campaigns. We wanted to steer clear of stock photos and unnecessary photoshopping, while being conscious of the client’s time. So we brought our cameras and photographer to the brand video shoot. We took wide-angle shots to capture the space, medium frames to capture the workout, and close-ups to capture the intensity. We also got creative, curating gorgeous flat lay photographs to highlight floor textures, colours, and workout possibilities.

Influencing the Influencers

Armed with industry survey results, we knew exactly which gym floor features would create a buzz among workout enthusiasts. We just needed to get the word out. By connecting with influencers and ambassadors in the fitness industries, we placed FitFloor in the right hands – and in front of the right eyeballs – ahead of the product launch. We worked with social media personalities to demonstrate everything from product dimensions and fit, to installation, use, and durability, disguising typically dry brand videos as engaging social content. 

Website / Digital Marketing / Seamless Shopping

How do get a premium product to stand out from less premium competitors – and get buyers to commit to the cart? 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.

OUTCOMES

151%

growth in followers

11.5%

engagement rate

12,366

organic impressions in the first month

1842

interactions in the first month

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