1.Launch Phase: We launched the brand in the first week of January with the aim of having people make us a part of their New Year Resolutions for getting fitter and healthier. Flexnest launched with a big-bang we started with sensitising the customer and potential customers about the brand and its products through social media and OTT platforms using advertisements with both static and video creatives. The Launch Phase consisted of building a group of First-Movers on our social platforms that we could then use as brand reps to increase the word-of-mouth association and create a test audience for our advertisements.
2. Knowledge Phase: After building our audience of first-movers, the next step was to educate the audience about the products and their benefits. The knowledge phase aimed at building the brand as not only your workout partner but as a thought leader in the industry. We started with first listing out the products, second their benefits and third their versatility and use. This exercise was a success in building our Instagram audience, in 5 months, the social platforms grew on an average by 350% with a proportionate increase in our customer base.
3. Growth Phase: The final phase that continues today is the Growth Phase. The growth phase is where we really pushed the brand into the conversion and performance marketing territory. We utilised our large audience of first-movers and brand advocates to increase the sales and continue doing so today. While our advocates still stay strong, we’ve also grown our audience beyond.