showcasing affordable innovation
Movo needed to introduce it’s new affordable fitness tracker to the market and showcase it’s big advantage - price. Morrow Lane was asked to help launch the Movo Wave into the crowded marketplace and position it’s affordability in a way that still allowed reverence for it’s sleek design, solid yet basic application, and aspiration to make wearable technology available to everyone.
Our first insight was the every-person motto of Movo and allowing that narrative to lead the brand. Movo’s goal was to help everyone understand their daily activities and how they impact health. Health shouldn’t be price-prohibitive.
Find the audience and give them a home
We started with a clean slate for Movo, and ran variable tests to determine who Movo’s customer demographic was. The company believed their customer demographic would be college students, however with the apps lack of a social component, they saw the most sales from age 50+ customers. To maximize our reach, we pressed for mobile optimization of everything, as 50% of internet traffic is now on mobile and younger demographics expect a seamless mobile experience.
The product did not reach athletes who required more bells and whistles, such as more sensors, integration with other apps, and bluetooth capabilities. It didn’t reach the tech-o-files either for the same reasons. We needed to focus on the audience that the application and product was reaching and had the most investment from - those that are price-conscious and just starting out on their fitness tracking journey.
We rebranded the website in preparation for the launch, prioritizing these messages and providing the best customer experience for the target demographic. We focused on simplicity and clear messaging reflective of the product’s simple offering and the company’s mission of helping people on their personal fitness journey.
Follow the customer journey
We learned that conversion did not happen on a customer’s first website visit, and created as many touch points as possible to reach those interested consumers. We created email campaigns, Facebook advertising, and a retargeting strategy to support and perform outreach along each step of the customer journey. Understanding the friction of the consumer buying decision process helped us facilitate a lubricant to the Movo Wave’s customer purchase decision and increase sales.