Kennyatta Collins is a freelance brand strategist. Follow him on LinkedIn.
In essence, niche marketing allows brands to stand out in a crowded marketplace, foster deeper connections, and build deeply committed communities. In some cases, the enthusiasm that good niche marketing generates can feel almost cult-like.
While brands like Gymshark believe in mass marketing, UK-based sports brand Oner Active is bucking the status quo and pledging to niche marketing. The brand caters to a specific audience of women who embrace strength training as a lifestyle. Globally, she has built a community of over 500,000 women, and in three years she has generated over $30 million in revenue. Ta. By focusing on this segment of the fitness industry, Oner Active will provide a richer experience for viewers and drive growth for brands, including community-centric activations and community-cast brand campaigns. Incorporate more experiences into your marketing efforts.
People who make the pilgrimage to a brand's website learn about the brand's story through messages such as: declaration “It couldn't be more clear.” [them] Better than the idea that all women should incorporate strength training into their lives to increase their physical and mental well-being. ” This statement may seem bold, given that strength training has long had a reputation as a male-dominated endeavor. But the data shows More women than ever are participating in amateur weightlifting.
Oner Active leverages founder Krissy Cela's experience and network as a springboard for campaigns and activations.and 3.3 million followers on Instagram and 2.4 million subscribers on YouTubeSera's fitness journey is evidence that gives women with similar interests a reason to believe in the brand she is building.
Following the success of One Active's first birthday online event in 2021, using community-focused activations to strengthen the connection between your brand and your audience has become the norm. Attendees had an exclusive opportunity to see new products from the limited edition collection through try-on sales. Live shopping experience and exclusive workout sessions. Each activity reflected a theme of popular content that the community would see from the brand through its affiliates and owned social pages. This allowed his 22,000 community members to join in the celebration, while also generating ideas for how to share One Active's story with friends and family. Building on the success of its first online event, the brand added quarterly in-person events called “Stronger Together.” This brought our sponsor team together to eat, train, create content, and build camaraderie while doing something we love.
“Everything we do is done with[the community]in mind. Every survey we do, every survey we do, every campaign we build, how we “You can continue to develop the community you have, that’s a message that never changes,” he says.honor active sera YouTube documentary series.
Wanna Active’s “special story” campaign once again challenged the market's perception of what a strong woman looks like and garnered over 100,000 views. “We wanted to run a campaign that was fearless, resilient and extraordinary… We worked hard as a team to understand the voices that are currently under-amplified, and we wanted to build on our own We found a woman with an extraordinary story to share and celebrate,” Serra says. A series of inspiring videos in which women from the One Active community share their workout routines and stories of overcoming traumatic experiences, living with health conditions, and accepting themselves regardless of beauty standards. Featuring , this campaign became another thread in the code that this campaign weaves. Bringing communities and brands together.
One Active is able to capitalize on these trends by employing niche marketing, bringing women who strength train from the shadows into the spotlight, celebrating them, and encouraging women who also strength train. We continue to fulfill our mission as advocates to find community with and. .
