Aaptiv was a wellness platform in transition. Initially a personal fitness app, the popular brand was shifting into the employee benefits space, positioning its impressive AI-enhanced personalized wellness as a powerful add-on to benefits packages.

I needed to introduce Aaptiv’s benefits to an audience of HR leaders looking to make their employees’ lives better. Our challenge was to not only build awareness as a B2B offering, but to showcase how it could easily fit into the lives of ALL employees. Not just gym rats, but a diverse set of professionals with different preferences and ambitions.

With my team I created the Workplace Wellness for Everyone campaign, which used playful language that celebrated all sides of the corporate and athletic spectrum. We used a simple, repeatable copy framework that showcased how Aaptiv could appeal to everyone, regardless of position or fitness focus.