eMarketer: How Four Brands Leverage Wearables

Experimentation is the best way to characterize the mindset of businesses executives who have taken the leap into marketing with wearables. Some are dabbling with smart watch apps and others are specifically targeting wearable users through new marketing campaigns. From a strategic perspective, the path forward is not always clear. But by getting involved early, businesses are hoping to connect with early adopters, raise brand awareness and gain insights that will put them one step ahead of their competitors when wearables go mainstream. What follows are four brands’ use cases and insights from the executives who integrated wearable devices into their business strategies.

American Family Insurance

American Family insurance, which offers a portfolio of insurance, investment and retirement-planning products, recently integrated wearable devices into their marketing strategy to raise awareness of their life and health insurance offerings. The insurance firm partnered with media and marketing services firm Mindshare and sport clothing company Under Armour to develop and deploy a fitness program, the 2015 Challenge.

The personal nature of wearable devices allows businesses to align their goals with consumers’ goals. “American Family Insurance is all about helping families achieve their goals, so we set up a program called the 2015 Challenge that allowed people to achieve their goals from a fitness perspective. The participants needed to work out 20 minutes a day for 15 days over the course of the month. At the beginning of January 2015, we asked people who had these wearables and connected devices to sync their devices up to Under Armour’s MapMyFitness app, and then opt in to participate in the 2015 Challenge. If you didn’t have a wearable, you could still participate in it, but having a wearable was a hook to get consumers to opt in and participate. Once in, people could unlock specific achievement level badges as well as unique Spotify playlists based on their workout routines.”

“Owned assets helped attain opt-ins for wearable device integration. We introduced the 2015 Challenge powered by American Family Insurance through social media channels, as well as within the MapMyFitness app. When people logged into the app they would see that this challenge existed and then they could opt in to participate. We communicated the sponsored event through paid media and PR as well.

“The number of participants was the key performance metric. There were over 50,000 participants in the challenge and we logged over 1 million workouts based on people syncing up their wearable to the MapMyFitness apps. From an engagement perspective, everybody at American Family Insurance was very happy with the number of people who signed up for this challenge and were exposed to the brand each day. We considered that a success.”

—Jeff Malmad, Managing Director, Head of Mobile and Life+, Mindshare

To read the full piece and see all four case studies, go to the eMarketer website.