The Pilates Wheel™: New Product Launch <\/strong><\/p>\r\n Overview<\/strong> Launched online in fall 2017 by Los Angeles-based company Engine Fitness, the Pilates Wheel offered a new innovation in home workouts, promising users a convenient and affordable way to stay in shape thanks to a unique, portable design and hundreds of expert-led workouts online.<\/p>\r\n Communication Goals<\/strong> · Raise awareness with target consumers for the Pilates Wheel, nationwide · Position the Pilates Wheel as an affordable, convenient fitness tool for users at all levels · Connect the Pilates Wheel to key lifestyle trends to build relevancy and interest · Partner with fitness and lifestyle influencers for credibility and reach<\/p>\r\n Execution<\/strong> · Press materials and assets, highlighting brand innovation and positive product and lifestyle benefits, were developed · A consumer media bureau was launched, driving a steady stream of media coverage and building brand awareness via outreach to short and long-lead consumer media · Messaging highlighted a newly affordable approach to Pilates and leveraged the convenient, on-trend aspects of working out at home with social media · Outreach to fitness and lifestyle influencers provided in-kind partnerships, driving both reach and awareness online, as well as domestic and international sales opportunities <\/p>\r\n Results To Date<\/strong> · 30+ consumer media placements including multiple mentions in the Los Angeles Times<\/em>, Shape<\/em>, Los Angeles’ top-rated KTLA “Morning News,” KABC-TV Los Angeles, Yahoo!, Hello Giggles, Pilates Style, Fitness, Thrive Global, Associated Press TV, Men’s Fitness, Gulf Shore Life<\/em>, Fox News San Diego, IdeateTV and others · Social media posts on Shape<\/em> (2.6M) and Fitness<\/em> (2.6M) received a combined 128K views, 155 shares, 200 comments, and 986 Likes · Participation at a leading trade show generated additional media interest, social media coverage and ongoing non-sponsored partnerships with fitness influencers including Maria Kang aka “No Excuse Mom,” Jessica Graiser aka “Wife, Mom, Boss,” “Make Sense Wellness” and others for a combined social media reach of 275K. As an additional bonus, efforts also led to new domestic and international franchise sales opportunities · During the PR campaign, the Pilates Wheels’ Facebook saw a fan increase of 83% and its Instagram, 50 percent <\/strong><\/p><\/div>\n\t\t\t<\/div>\n<\/div>"}}