KIC App Brand Re-launch and App re-design.
Problem: The app's outdated design and heavy reliance on founders for content limited scalability and brand credibility.
Solution: Led a comprehensive brand and product overhaul to modernize the app, diversify content, and enhance user engagement.
Role: Directed strategy across brand, product, and user experience.
Strategy:
Introduced a network of expert trainers to reduce founder dependency.
Launched new workout categories, including boxing, to broaden appeal.
Revamped UI/UX for a more intuitive user journey.
Implemented innovative content delivery methods, such as timer-based "breakdowns."
Engaged community through focus groups and integrated feedback.
Executed a robust press and podcast strategy to amplify reach.
Results:
Achieved a 30% increase in app downloads post-launch.
Garnered 18 million press impressions.
Hosted live virtual workouts attended by over 30,000 participants.
Focus Areas
How:
Community Engagement:
KIC was built on community, ensuring our users felt seen, heard & listened to was critical. We held focus groups to seek product feedback, ideate with them and bring them on the journey with us.
Expert Talent Network:
Not only was this an opportunity to bring on new people to reduce the reliance on our founders, this was an opportunity to launch new workout verticals such as boxing to bring an edge to the brand.
Video & Content Strategy:
KIC’s content had to be loud, fresh and motivating. We shot over a 2 week period capturing all the content needed for the app as well as content for socials, paid ads and talent platforms.
Press Strategy:
The fresh take on our platform, the introduction of an all female trainer network and launching this at a time when consumers demanded at home solutions garnered us incredible press results.
Free events and a taste of what’s in the app:
To ensure an increase in registrations we launched the platform in alignment with a virtual gym series. We had different trainers host different workouts throughout the week hooking people on the value within the app. That side campaign alone generated saw over 30,000 people attend live workouts & resulted in 18 million in reach from press coverage.
Podcast integration:
We introduced all the new trainers in a 1-1 interview series with our founders via the KICpod. KIC’s own podcast that generates over 40,000 in downloads/episode.
What people said
Product Snapshot
Aesthetics were a huge part of overhauling the brand, elevating it and ensuring we stood out to a female demographic in an overly saturated market.
Creating the “KIC house” and using colored rooms enabled that. Introducing new trainers also allowed our community to begin to love the product even when it wasn’t a workout being led by the founders.
However, we still needed a way to significantly reduce the amount of longform workout content required so alongside our 20 minute workout videos, we came up with a new style of workout “breakdowns”. Breakdowns were timer based and showed the workout on the screen as seen in the videos to the left. This style of workout became increasingly popular as we built in Spotify integration so users could listen to their own music.
These workouts also never had to be filmed, we only needed to capture the exercise once & it could then be chopped and change in any workout moving forward - winning!
Key Achievements at KIC
Doubled the paid membership base over my tenure from 22,000 paid members when starting to 45,000 paid members upon departure.
Reached 250,000 in downloads.
Restructured the KIC team which included managing redundancies.
Brought in clear roles, responsibilities, titles and performance review process.
Off-boarded KIC’s app developer to bring tech in house.
Led the relaunch of the brand & redesigned the app.
Ran multiple campaigns throughout COVID-19 lockdowns that added value and brought joy to people’s lives.
Brought on a new content agency, digital ads agency & PR agency which I managed.