The Cube Club

The Cube Club was launched in the throes of the pandemic and the mandatory confinement that came with it. Providing people with access to premium workout equipment, especially designed to be used in the comfort of their home.

Services

Branding, Social Media, Ads

Year

2022

The Problem

As a D2C brand that enjoyed a fair share of a relatively new market, they were seeing growing demand. And while the business metrics were good, the brand metrics were nonexistent. The Cube Club needed to craft a brand story that resonated with their audience and gave them a competitive edge.

The Solution

Starting with an audit of past work, we quickly moved to develop and establish a brand personality and a fitting design language. Then, we developed appropriate content pillars that paved the way for content that created value for the audience, helping cement the positioning with every post.

The Result

Our Process

Discovery

brand architecture

visual system

Internal

From the business owner to the internal brand team, in-depth interviews across the chain of command gave us a holistic internal POV.

Competitor Analysis

Followed a strategic process of evaluating rival businesses to identify their strengths, weaknesses, and strategies, enabling them to make informed decisions and gain a competitive edge.

Brand Strategy Session

Analysing, evaluating and validating findings, decoding and aligning on rationale, purpose and direction finalisation.

Customer Personas

Developing detailed profiles of the types of people they want to be relevant to.

Mission statement

Defining the purpose

Vision statement

Establishing the big dream

Company Values

Documenting their beliefs and core philosophies

Brand Personality

Describing their characteristic traits

Tone & Voice

Creating rules for how they sound and when they do so

Value proposition

Crafting a value proposition based on the core customer profiles.

Brand Pillars

Establishing the core communication pillars that will resonate with the relevant audience.

Colour Theory

Selecting a cohesive set of colours that effectively communicate the brand's identity, values, and emotional appeal to its target audience.

Design Language

A collection of visual elements, style guidelines, and design principles that define the overall appearance and aesthetic of a product/brand.

Design Language

The Cube Club has a catalogue of products that follow a very specific colour scheme. However, this colour scheme did not reflect on their social channels. So we created a cohesive customer experience that was premium and minimal, just like their product range.
Option 1
Option 2
Final Route

Campaigns

We conceptualised and executed several social media campaigns that aligned with the brand's messaging and values. Each campaign had a specific objective, which covered everything from increasing brand awareness and engagement to generating leads and driving sales.
ASMR: The Music of Muscles & Movement
With this campaign, we tapped into the increasingly popular and almost addictive trend of ASMR. Where we highlighted the distinct sounds The Cube Club equipment made. This campaign got 17,731 views purely organically.
Work it ‘n’ win 
‍This campaign aimed to increase engagement on The Cube Club Instagram handle and fell under the motivation content bucket. We asked users to share a video of themselves working out in exchange for discounts on a wide range of premium home workout equipment. We reached 1,06,686 people and hit an engagement rate of 21.17% using a mix of paid and organic promotion.
Cube Plays Cupid
This was a simple idea where we used all seven days of the week before Valentine’s day to plug in the various products we felt needed a push by using quick wit. This campaign was purely organic in nature and reached a total of 10,080 people and hit a 1.73% engagement rate. 
Real People, Real Stories 
The Cube Club’s core positioning was always tethered to the thought of absolute authenticity and a deep-rooted belief in the holistic approach to living life. To further expand on this thought, we ran this campaign where we handpicked actual people from their follower base whose lives deeply resonated with those core values. This campaign aimed to increase engagement and brand awareness and achieved an organic engagement rate of 1.95%.
Fitness Playlist 
We’d all agree that music is an essential component of working out. And so, we created the ‘Fitness Playlist’. A once-a-month activity where we created a Spotify playlist that was curated based on the type of workout one would be doing. This campaign had an organic engagement rate of 2.08%.

Reels

We created several reels for The Cube Club. Each of which highlighted various products and what one could do with them. We conceptualised, shot and edited each of these reels in-house. 

Great stories happen to those who can tell them.

Let's tell yours.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.