[solidcore] Make The Hard Choice
The Ask
Solidcore requested a strategy for 2024 to drive earned and social coverage. They provided us with their creative agency’s platform, "strength," and asked us to craft a compelling story around this theme.
Company Insight:
Through a StatSocial analysis, I uncovered the [solidcore] audience is comprised of highly educated young professionals who value hard work and accountability as a key part of their identity.
They choose to work in the most competitive cities; they choose to balance work and health; they choose the hardest workout our there.
They choose hard as an ideology
Company Insight:
Through media monitoring software I was able to pull every piece of coverage on [solidcore] and segment the outlets into different tiers. I then created a custom sentiment analysis which would categorize the article by how they referred to [solidcore]. Through this I was able to prove 90% of the coverage from Tier 1 outlets referred to [solidcore] being the: Hardest, gnarliest, scariest workout on the market.
That is their golden ticket.
Category Insight
By assessing the competitive set and their communication/positioning, we identified a clear white space that aligns with our consumers' core values, the core values and differentiation points of [solidcore], and what the media enjoys writing about [solidcore].
Barry’s Bootcamp sells hard work and a family. Soul Cycle sells community and kindness. Orange Theory sells functional benefits for everyone. F45 sells community and hard work.
What does Solicore sell? A Hard Choice.