CREATIVE DIRECTION / DESIGN / WEB & ONLINE MARKETING
CAMPAIGN BLOG POST
We launched a campaign in early 2016 to help shift Jawbone from being primarily product focused and promotional to inspirational, educational and community driven. The UP® Community is so vast and diverse and the ways in which the product/system has helped people reflects that. Everything from the fitness buffs, people wanting to just eat healthier to those with serious chronic illnesses such as Type 2 Diabetes or Sleep Apnea have used the system with great success.
We felt that these stories are so inspiring and actually demonstrate that heart and soul of the brand - Real People, Making Real Changes. It was what UP® is all about. People taking small actionable steps to long term lifestyle changes to live better, happier and longer.
The Campaign spanned web and social media mixed in with a few partnerships. The first iteration which photographed and told the stories of 20 UP® users has concluded but we have now started to see the user community grow and are introducing our inspired User Generated group of UP® users to our subscribers.