The launch of the partnership between the name-brand Garmin and the relatively unknown InsideTracker posed an interesting messaging challenge. Many existing Garmin users would now become first-time InsideTracker users. At the same time, many existing InsideTracker users would connect a Garmin device to InsideTracker for the first time. So we needed two different messages, one tailored to each type of user. “Experience the next level of InsideTracker” was how we spoke to InsideTracker customers, while “Give your Garmin superpowers” was what we said to Garmin users. Ultimately, they both dovetailed with a single message: “The more you put into InsideTracker, the more you get out of it.”
The campaign consisted of multiple online videos, a dedicated section of the InsideTracker website, emails and landing pages targeted to different audiences, and an hour-long webinar.
My contributions included creative direction, content strategy, copywriting, animated video production, screenwriting, editorial content, UX writing, online banners, social media, landing page, and email.