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CASE STUDY

It’s time to create your own

strategy!

TrackFit smart braceletJanuary 2015

Gina Gulberti

Communication Manager

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PRODUCT DESCRIPTION

TrackFitThe smart bracelet to control your health

TrackFit is a Spanish start-up founded in 2014. The company is

dedicated to the bracelets market that allow users to monitor in real time

their level of daily physical activity.

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Trackfit's mission, as defined by its

CEO Pedro Delgado, is to help its

users to lead a healthier life, under

the idea that adding small changes

(in diet, physical activity or sleep) you

can get great results to improve your

welfare and, why not, life expectancy.

PRODUCT DESCRIPTION

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PRODUCT DESCRIPTION

The segment of “activity monitors” where is

TrackFit, is a market that has grown exponentially.

It is expected to reach 2,000 million euros in 2015.

Unfortunately for Pedro Delgado, Trackfit is not

the first similar product in the Spanish market and

invaded by American startups like FitBit, Jawbone

or Garmin…

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PRODUCT DESCRIPTION

To get introduced in this ultra competitive market, TrackFit can however

have a totally cutting edge product. In addition to counting steps, distance,

calories burned and sleep quality (which are basic features that all

competitors have), your bracelet Trackfit integrates a patented

technology that allows you to calculate the calories consumed by

the user, using a completely advanced food scanner.

The bracelet can be synchronized with an app available in Android and

iOS (Apple) for querying the day's activity but also obtain powerful

recommendations based on the profile and habits of the person. It also

integrates the possibility of creating communities of users, among which

you can share achievements and exchange tips about healthy living.

TrackFit plans to use as the only distribution channel their website, while

its main competitors are also on Amazon, Bestbuy or physical stores such

as El Corte Inglés or FNAC.

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CONTEXT

Pedro Delgado has just hired your services to orchestrate

the launch of TrackFit campaign in April 2015.

These are your goals:

• Increase the spontaneous awareness of the product

• Record in the consumer's mind the criteria of differentiation

• Support sales of TrackFit in Spain (BtoC and BtoB)

These are your resources:

• A team of three young stars of digital marketing and PR

• A stock of products TrackFit and a beta version of the app

• A lot of creativity!

• A great capital of sympathy that allows you to hire the celebrity of your

choice (to be defined)

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This is yourchallenge!

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THIS IS YOUR CHALLENGE

First: From the

Influencer Engagement

Pyramid

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THIS IS YOUR CHALLENGE

Using concepts from the Influencer Engagement Pyramid, your mission is to

develop your Influencer Marketing program for the next six months.

For each level of the pyramid (Celebrities / Opinion leaders / prosumers),

your plan should integrate:

1. Definition of your final target characteristics (B2B and B2C) + definition

of your Influencers characteristics

2. Description of campaigns and tactics you would develop

3. The main indicators you’ll use to measure the success of your strategy

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@augurespain