Aaptiv Campaign

Aaptiv began as a consumer-facing personal fitness app that differentiated itself through audio-forward workout experiences. But after music licensing issues forced it to shift toward a B2B audience, the brand needed support getting the attention of HR leaders. Touting a personalized, AI-powered, flexible fitness approach for employee benefits programs, Aaptiv needed to gain awareness as a tool for attracting and retaining employees.

I collaborated with a team of Walker Sands creatives to developed "Aaptiv for Everyone" — a concept that emphasized Aaptiv's versatility by highlighting the spectrum of fitness, lifestyle and career preferences the app accommodates. The concept centered a playful copy approach that framed Aaptiv as a wellness benefit that engaged all employees, while ads subtly showcased the app's UI by juxtaposing headlines with relevant workout titles. The result: A versatile campaign that positioned the app an appealing wellness benefit for all employees — and the start of a client engagement that led to a brand refresh and an ongoing paid advertising program.