While at Hearst, I worked with a creative director, marketing, and editorial on this program of online fitness videos taught by celebrity trainers. Subscription model accessible as native apps across multiple platforms, including iOS, Android, desktop, Roku.
At first the marketing landing page was a roadblock of generic bands of selling points, with stock photos of fit people living aspirational lives. Signup growth was slow, and feedback was understandably that users had no idea what kind and quality of classes they would be signing up for. We changed the landing page to samples/previews of the actual high-quality videos we offered, significantly increasing signups.
Inspirational Instagram posts