FITBIT

The freshly appointed European head of marketing had to kickstart the marketing planning process with her new team for the upcoming year. They needed to quickly establish a common brand framework to provide logic and consistency around product positioning, product messaging, and brand architecture.

Through interviews, workshops, and analysis of existing research we highlighted that product categorization could approve on the web and in-store, and that product messaging for existing products and future products was (a) not distinctive enough and (b) relied too much on emotion.

Automaticos recommended increasing the priority of main categories smartwatches and trackers while downplaying the scales category. We adjusted the positioning of all products currently in-market with consistent, salient rational benefit + human benefit combinations. We created positioning for the eight most important launch products, including the best-selling Versa and Charge products. Finally, we trained the entire marketing team on how to independently recreate brand architecture, product positioning and messaging frameworks for following planning rounds.

• European store websites implemented categorization recommendations, resulting in a 24% decrease in bounce rate 

• Every country site implemented recommendations for product positioning and new messaging frameworks. Web store revenues increased 39% in a year.

• Channel teams overhauled all Fitbit-provided in-store displays, aligning with websites and improving in-store sales performance by 10%