Context
GROWL, formerly BoxCo, is a Franco-American start-up with an ambitious mission: to make the power of boxing accessible to everyone, and at home. Their product combines personalized boxing and fitness coaching with an immersive, gamified experience.
After several months of development, GROWL was ready to unveil this new product. To support this strategic launch, a 360° marketing campaign was planned, including online advertising, media coverage, collaborations with influencers such as Ciryl Gane, and relay on social networks. At the heart of this strategy, an immersive, product-centric website was to play a key role in reinforcing the perceived value of the product and generating first-time customers.
Enjeux
- Create an immersive, product-centric site
- Integrate micro-interactions to highlight the "tech" and "premium" aspects of the product
- Develop custom video players to integrate their Cloudflare-hosted videos.
- Keeping to an extremely tight timeline
- Pixel-perfect development in a week.
- Integrate phases of technical and functional testing.
- Work in direct collaboration with several teams:
- IT team (USA): Ensure technical integration and compatibility with existing infrastructure.
- Design team (France): Align graphic intentions and mock-ups with development.
- Marketing team (France and USA): Coordinate actions for a synchronized, high-impact product launch in all markets.
Approach and solution
1. Accelerated development process
- Kick-off phase: Immediate immersion in marketing issues, product roadmap and technical specifications.
- Agile collaboration: back-and-forth management via Slack for real-time adjustments.
2. Adaptation to technical requirements
- Deployment of the site on GROWL's Webflow workspace for direct control.
- Seamless integration of existing tools (Cloudflare, Klaviyo, Google Analytics).
- Development of custom video players, to personalize graphics.
3. Coordination with teams
- Proactive collaboration with the design team to quickly retrieve all necessary assets.
- Seamless communication with the IT team to ensure technical compatibility.
- Close coordination with marketing teams to align site delivery deadlines with the overall communication plan.
Results
- On-time delivery: site ready in a week, meeting initial quality and expectations.
- Successful product immersion: Pixel-perfect development with micro-interactions to reinforce the experiential aspect of the product.
- Integration with their IT infrastructure: Integration of videos hosted on CloudFlare and connection of their various tools.
- Scalable platform: Solid foundation on Webflow, enabling rapid modifications by the GROWL team after launch.
Project highlights
- Proven expertise in managing tight deadlines and complex technical challenges.
- Measurable results: improved video performance and an engaging user experience from day 1.
- A close partnership with the start-up, reflecting their vision and ambitions.
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