Product Launch Program Targeting Two Distinct Audiences

We helped Theraband launch a new product platform designed for two (2) distinct audiences with a series of instructional videos.

Challenge

Theraband is the leading manufacturer of resistance bands utilized by physical therapists and athletes. Into 2015, Theraband turned to ATA to help them introduce a new product — K Tape — was targeted for use by both physical therapists and patients themselves. In introducing this new product platform, Theraband needed to demonstrate how to use the tape in a way both therapists and patients could easily understand — but they also had to be incredibly detailed in their instructions for safety reasons.

Execution

For this launch, equally important to driving awareness to the new product platform was the educational component that would not only ensure that both physical therapists and their patients knew how to properly use the products — thus demonstrating the products’ features and benefits —  but also mitigated possible injuries from improper application. We built a custom set in our Content Studio for a two (2) day shoot and brought in a well-known leading physical therapist who would properly demonstrate the proper application of the products while also becoming the “face” of the campaign. In two (2) days, we produced a series of ten (10) instructional videos that not only explained how to safely use the product and get the best performance out of it, but also delivered the content in a way that was engaging despite their attention to detail. Combined with targeted ads in leading trade publications and a full collateral program for the sales team, the launch of Theraband K Tape was a tremendous success for the brand.