Theragun Mini x Wimbledon
Integrated Digital Advertising Campaign for Therabody
Graduate Digital Advertising Course
Overview:
For my graduate Digital Advertising course, I collaborated with a four-person team to develop an integrated advertising campaign for Therabody's Theragun Mini. Our objective was to create a campaign that expanded the product's appeal beyond elite athletes by leveraging the cultural influence of Wimbledon and positioning recovery as an essential part of everyday life.
I led the campaign's creative strategy and digital advertising direction, developing the central concept, campaign messaging, visual storytelling, and cross-platform advertising executions.
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The mini massage gun category has become increasingly competitive, with brands competing on portability, convenience, and recovery benefits while facing high product substitutability and intense price competition. Standing out required more than highlighting product specifications—it required creating an emotional connection that differentiated Theragun Mini from competitors.
The campaign also sought to broaden Theragun's audience by shifting perceptions from a product designed exclusively for athletes to one relevant for everyday consumers.
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Our research found that today's consumers increasingly view recovery as part of a broader wellness lifestyle. While massage guns have traditionally been marketed toward elite athletes, the fastest opportunity for growth lies in everyday professionals experiencing desk fatigue, travel soreness, and daily physical tension. The market also continues to expand as recovery products become smarter, more personalized, and integrated into everyday routines.
This revealed a simple insight:
Recovery isn't just for athletes. Everyone feels every point.
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For The Player. For The People.
Using Wimbledon as both a cultural and emotional platform, the campaign connected the physical demands experienced by professional tennis players with the everyday aches and moments of recovery experienced by consumers.
Rather than portraying Theragun Mini as elite performance equipment, the campaign positioned it as an accessible wellness companion designed for anyone navigating work, travel, fitness, or daily life.
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The campaign combined multiple advertising touchpoints into one cohesive experience, including:
Hero social video campaign
:30 television commercial
Instagram and digital advertising
Wimbledon-themed creative assets
Consumer journey planning
Brand messaging framework
IMC communication objectives
Audience targeting strategy
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Within our four-person team, I led the campaign's creative strategy and digital advertising development. My responsibilities included:
Developing the campaign's central creative concept
Writing the strategic messaging framework
Creating the "For The Player. For The People." platform
Designing the digital advertising strategy
Producing campaign mockups and visual creative
Collaborating with teammates to refine and present the final integrated campaign