Kinesiology tape has been around awhile and hasn't seen an advancement in its product line. Rapidforce introduced a new way to use kinesiology tape without having to cut shapes or learn complex taping techniques. With two well known sponsored Olympic Volleyball players behind them, it was time to show the world that there was a better way to tape your muscles.
At the start, the Rapidforce Shapes were proven to be more effective than traditional Kinesology Tape. They stayed on longer, didn't need extensive application techniques, and their strength was unrivaled. However, Rapidforce had an identity issue when they came to us. Its messaging was all over the board and sometimes came off as a medical device instead of a consumer level sports therapy tool. They also spent a large investment towards sponsoring two Olympic Volleyball players, which kept them confined in the volleyball community.
They needed a strategy to reach new athletic markets, and prove to them that there was a new and better way to manage their injuries. Rapidforce wasn't the cheaper option, so the onus of proof was on them to show how much better their product was using real world examples that were backed up my scientific studies.
The Rapidforce product line was constantly evolving and it made sense for us to create product renders that could change as quickly as they did. The renders gave us the flexibility to animate the renders and show them off at any angle to make sure there were no questions when a potential buyer was looking at them. This also allowed us to superimpose the images onto photos to help people get an idea of scale.
For the users of traditional Kinesiology Tape, they are already sold on the product and use it religiously. So we made sure to make the extra effort to show that Rapidforce was the superior product. We shot a series of photos showing its weight capacity, sticking power, and ease of use that no roll of Kinesiology Tape could compete against.
Rapidforce had secured 2 Gold Medal Olympic Volleyball players to represent their product on the court. We developed a strategy to leverage the voice of these two well known athletes via social and PPC advertising to help validate Rapidforce in the eyes of the consumers.
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