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The changing needs and shopping habits of consumers have been a key digital advertising story in 2020. From a gravitation toward fitness at home to an increased interest in improving mental health and well-being, consumers have challenged brands keep up with their changing demands for products and services. throughout the pandemic. However, the search for consumers where they are is not over. As we complete the year and head into 2021, brands continue to connect with target audiences in new ways, including new subscription offerings that resonate with today’s consumer.
Apple Joins Home Fitness Craze With Custom Training Subscription
This week, Apple introduced its latest fitness offering, Apple Fitness +, calling the personalized subscription service “the future of fitness.” Available to all Apple Watch owners, Fitness + costs $ 9.99 per month and offers users a variety of exercise classes and categories, including yoga, cycling, high intensity interval training (HIIT) and more. Led by fitness instructors on any iPad, iPhone or Apple. TV.
Through the Apple Fitness + subscription service, Apple automatically syncs Apple Watch training metrics (such as the user’s heart rate or calories burned), making Fitness + a fully personalized experience that users can easily accessible no matter where they are. “Apple also takes advantage of any workout data that you have shared with the Health app on your iPhone, even third-party fitness apps. So if you have done yoga with Glo or have cycled with Peloton, [Apple] Fitness + will use that history to recommend similar workouts, “he says. Wall street journal reporter Nicole Nguyen.
Apple Fitness + works to create an “engaging and immersive experience” for subscribers from start to finish, even “cheering” on users on screen during the course of the training class. “For example, when the trainer says to monitor the heart rate, the heart rate metrics are highlighted; during difficult intervals, a countdown timer begins to help users get through to the last second; and when they close their activity rings, a celebration happens directly on the training screen, ”the company shared.
With many consumers avoiding the traditional gym experience and looking for safe and convenient options for physical exercise, subscription offerings like Apple’s Fitness + are a prime example of how to take advantage of the online fitness craze that emerged during the pandemic to reach a wider audience. (The global home fitness market is expected to hit $ 9.49 billion this year.)
Colgate prioritizes mental health through partnership with subscription service Headspace Plus
Hum by Colgate, a line of smart toothbrushes, partnered with the popular mindfulness and meditation app Headspace to encourage healthy daily habits, less stress, and more smiles during what is undoubtedly an uncertain time for many consumers. “The [Colgate / Headspace] The association encourages consumers to try existing routines in their day, whether it is going for a walk or brushing their teeth, as an opportunity to observe and reflect on their thoughts, ”Colgate noted in its official press release.
Through the partnership, hum by Colgate will take advantage of the popular Headspace Plus subscription service by offering free trials to hum users, during which they can take advantage of Headspace’s “guided meditations and mindfulness exercises” hub. Colgate noted that “Recently, people have turned to apps as a way to reduce stress and stay connected, and to help them stay on top of their health and well-being. With Headspace Plus, [hum] users will now have access to additional tools to develop mindful routines and better manage their stress. “
As the pandemic persists, consumers continue to seek new ways to deal with the pervasive stress and anxiety that many people feel, leading many to gravitate toward helpful meditation and mindfulness content. The collaboration between Colgate and Headspace shows how brands can come together to find consumers where they are and promote positive and relevant messages. This partnership will likely help establish broader customer bases for both Colgate and Headspace.
Huggies Leverages Hulu to Connect with New Moms Adjusting to Parenthood During Pandemic
As if parenting wasn’t overwhelming enough, add a global pandemic to the mix and the idea of being a new mom becomes that much scarier. Huggies recognized the unique situation many new moms currently face during COVID-19 and, in response, has partnered with Scary Mommy (an entertainment company) to create a new streaming series on Hulu on December 17.
The new comedy series, called “Up Early Tonight,” will aim to bring some joy to moms who may be facing unexpected challenges as a result of the pandemic. Mirroring a traditional late-night talk show, each episode of the Huggies / Scary Mommy partnership series will be hosted by famed comedian Abbi Crutchfield and will feature upbeat content, from hilarious sketches to monologues, on what parenthood looks like in 2020.
Huggies’ participation in this latest Hulu series reflects how many brands are responding to the streaming boom that has emerged during COVID-19 as many people seek out home entertainment options. The rebound in streaming has presented new advertising opportunities for companies that may not have previously ventured into the streaming space. “The Hulu show is in the style of late-night programming and is aimed at an audience essential to the diaper sales business, new moms, who may spend less time with traditional media like television, but are still looking for content. keep them busy. particularly in odd hours, “he said Marketing immersion reporter Peter Adams.
Looking ahead to 2021, brands must continue to proactively seek advertising opportunities, strategic partnerships, and relevant products and services that reflect the changing needs and preferences of consumers. New subscription offerings, like those from Apple, Colgate and Huggies, that reflect today’s consumer, open the door for brands to increase engagement, convert new audiences, and drive sales. Brands launching new subscription services should remember to promote these offerings as relevant content or services that provide consumers with value, access, and convenience, as these factors are likely to remain a priority for consumers in the long term.
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