Therabody, the body wellness technology brand launched in 2008, is using its partnership with NBA star James Harden to connect with holiday shoppers via connected TV and social media.
In collaboration with Harden, an NBA player for the Philadelphia 76ers, Therabody created a comedic version of Santa training for the holiday and recovering afterwards. This 30-second commercial was created by Therabody’s in-house team to capture the joy of the season and to inspire people not only to take time for their own well-being, but to pass it on to someone who could benefit. The financial agreement was not disclosed.
Because it was a collaborative effort, Harden was very receptive to a vacation concept that differed from the typical concept of fitness for athletes, according to Therabody CMO John Solomon. “Both our team and ours wanted to bring James’ personality and passion into the storytelling approach, so we worked together to ensure that every element reflected both James and Therabody, from the wardrobe to the music to the script and beyond .” said Solomon.
The brand launched a spot on Connected TV alongside YouTube, Instagram, Facebook and TikTok on December 5 and will run until the end of the year. With this ad, the brand is targeting Millennials and Gen Z who may be in pain as their products and content are designed to facilitate movement. According to Solomon, Therabody wants to be a resource that provides simple wellness solutions that people can do at home.
It’s unclear how much of Therabody’s advertising budget will be allocated to this campaign, as Solomon declined to share details of the total budget. According to data from Pathmatics, the brand has spent just over $5 million on advertising so far in 2022, with the majority of spend going to OTT (86%) and the least to mobile displays (10%). Solomon also said that the ad spend for this campaign was 100% digital.
“Therabody’s ad does an excellent job of including all the elements of an engaging holiday campaign that gets the product’s message across to the target shopper without over-emphasizing the product in the consumer’s face as the perfect gift for the holiday season. said James Moore, managing partner at KME Ventures, a digital strategy marketing firm.
The goal is to attract customers in a fun and entertaining way, with the intention of interacting with them as they scroll, whether they’re sitting on the couch or standing in line at a point of sale.
“At the highest level, we want people to know that Therabody exists to inspire all people to keep their minds and bodies moving,” Solomon said. “For this spot, we want people to know that while we’re experts in tech wellness, we also like to have fun.”
Therabody isn’t the only brand stepping out of the way for holiday marketing, as it’s stepping back into full force this year to gain exposure with online shoppers. A variety of brands are taking advantage of the holiday season, including Lowe’s, Foot Locker and Ocean Spray.
It’s important to advertise during the holidays for the same reasons as other times: to reach new audiences and be remembered. Kim Mickenberg, executive creative director of VSA Partners, said this is especially important now that brands may be tempted to spend less on top-of-funnel advertising as we enter a recession.
“So it’s nice to see Therabody taking this opportunity to showcase a fun, whimsical ‘use case’ for their product,” said Mickenberg. “Many people will identify with Santa’s efforts to get in shape for a big event, and even more will identify with the aches and pains that come with it – and that Theragun can help treat.”