New Product Development & Launch • IMS Top 100 List • ERA Award for Best Intellectual Property
Tracy Anderson retained M2 Marketing & Management to develop and manage a direct to consumer television campaign for her Metamorphosis by Tracy Anderson fitness program. Up until that point, the program developed by Tracy, was taught only at her high-end fitness studios.
The goal of the campaign was to establish an independent profit center and to drive retail sales at QVC with international distributors. M2’s creative team developed and produced all of the program’s IP, produced a Long Form show as well as Short Form spots, and then M2 developed and managed all of the elements related to the launch and operation of a fitness product, including Business Planning, Financial Modeling, Product Development, Product Sourcing and Manufacturing, Inventory Management, Call Center Management, Media Planning and Management, Merchant Processing, Bad Debt Collections, and Media Financing.
A key creative element of the campaign was the extraordinary association with Hollywood celebrities, such as Courtney Cox, Molly Sims, Christy Turlington, Kristin Davis and Gwyneth Paltrow, who is featured as a testimonial in the campaign. Tracy is Gwyneth’s personal trainer.
The Metamorphosis by Tracy Anderson campaign was a tremendous success reaching No. 19 on the IMS Top 100 Media Ranking Chart and has sold in excess of half a million DVDs.
Want to learn more about this campaign or how we can assist with yours? Contact us!