Hydrow, a premium rowing machine brand, had a challenge. They needed to get people who had never been on a rower to consider buying one. But who’s going to spend nearly $3K on something they’ve never even tried before? (Spoiler: A lot of people).
Hydrow
Services
Campaign Strategy
Film Production
Web Design
Print Design
Email Campaigns
Social Media Content
Rowers Wanted
Hydrow needed to sell people on rowing first, and on Hydrow second. By highlighting the very real physical benefits of rowing, we were able to create initial interest. What kind of benefits? Well, for one, rowing engages 86% of your muscles while cycling engages only half that. It sold us. (We’re all rowers here now, and man do we look good).
If Rowing Had an Anthem
Hydrow’s differentiator is that it offers live and on-demand classes from the water. Yup, you can row along with an instructor who is rowing on a river anywhere from Boston to London to Switzerland. Inviting people at home to bring the world into their homes especially appealed at the time of our campaign launch – smack in the middle of COVID.
Bring The Outside In
Actually, it does. It’s ingrained in just about all of us, because it’s one of the first songs we ever learned… Row, Row, Row Your Boat. It’s a song that urges you to join in. And it’s the backbone of the brand anthem spot we created. While we love to talk about the physical benefits of Hydrow, this is a story you can feel and understand without ever getting on one.
Fit & Jolly
Rowing itself has a lot of history and tradition, and Hydrow puts its own spin and flavor on it. For the holidays, we thought it would be fun to reflect that by giving the traditional Santa a makeover of his own. We liked the idea of empowering Santa with the ability to take control over his own image. Our holiday campaign, “Fit & Jolly” featuring a fit Santa earned a spot in Adweek’s top 20 holiday ads.
