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How Therabody connects with online holiday shoppers with its partnership with NBA star James Harden


Therabody, the body wellness-technology brand launched in 2008, is leveraging its partnership with NBA star James Harden to attach with holiday shoppers through connected TV and social media.

In partnership with Harden, a NBA player for the Philadelphia 76ers, Therabody created a comedic tackle how Santa trains for the vacations and the way he recovers afterwards. This 30-second ad was created by Therabody’s in-house team to capture the enjoyment of the season in addition to to encourage people to not only take time for their very own well-being, but to pass it on to someone who may benefit from it. The financial agreement was not disclosed.

Because it was a collaborative effort, Harden was very receptive to a vacation concept that was different from the everyday athlete fitness concept, based on John Solomon, Therabody’s CMO. “Each our team and his desired to integrate James’ persona and passions into the storytelling approach, so we worked together to be certain that every element was a mirrored image of each James and Therabody, from the wardrobe to the music to the script and beyond,” said Solomon.

The brand launched a spot on connected TV together with YouTube, Instagram, Facebook, and TikTok on December fifth and can run until the tip of the yr. With this ad, the brand is targeting millennials and Gen Z who could also be in pain as its products and content are designed to make movement easier. Therabody desires to be a resource that gives easy wellness solutions people can do at home, based on Solomon.

It’s unclear how much of Therabody’s promoting budget is allocated to this campaign as Solomon declined to share overall budget specifics. Based on Pathmatics data, the brand spent somewhat over $5 million thus far on promoting in 2022 during which nearly all of the spend was for OTT (86%) and the least for mobile display (10%). Solomon also said that the ad spend for this campaign was 100% focused on digital.

“Therabody’s ad does an important job of including all the elements of an attractive holiday campaign that gets the message of the product to the targeted shopper across, without pushing the product an excessive amount of in the patron’s face as the proper gift for the vacation season,” said James Moore, managing partner at KME Ventures, a digital strategy marketing firm.

The goal is to draw customers in an entertaining, fun way, with the intention of engaging with them while they’re scrolling, whether or not they are on the couch or waiting in line at a degree of sale.

“At the very best level, we would like people to know that Therabody exists to encourage all people to maintain their minds and bodies moving,” said Solomon. “On this spot, we would like people to know that while we’re the experts in tech wellness, we prefer to rejoice, too.”

Therabody just isn’t the one brand to exit of its way for holiday marketing because it is back in full force this yr with the aim to achieve visibility amongst shoppers online. A wide range of brands are profiting from the vacation season, including Lowe’s, Foot Locker, and Ocean Spray.

It’s essential to advertise throughout the holidays for a similar reasons it’s essential at other times: to achieve latest audiences and to stay on people’s minds. VSA Partners’ executive creative director Kim Mickenberg said it’s especially crucial now as brands is perhaps tempted to spend less on top-of-funnel promoting as we enter a recession.

“That’s why it’s nice to see Therabody using this chance to point out a fun, whimsical ‘use case’ for his or her product,” said Mickenberg. “Many individuals will discover with Santa’s efforts to get in shape for an enormous event, and much more will connect with the aches and pains that include it—and that Theragun may also help treat.”

How Therabody connects with online holiday shoppers with its partnership with NBA star James Harden

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