Unpacking the core attributes of a brand can be challenging and can be even more of a challenge when you have limited data. However, Megan did an exceptional job of cultivating a culture at Sonder that allowed us to quickly parse out the unique elements of Sonder. During our brand discovery sessions we learned that Sonder is a place of refuge for those who train there more than anything else!

How do you show refuge? Instead of guessing we filmed interviews of Sonder’s members sharing what the Sonder Whole Fitness studio and community meant to them. During this time we met Maggie, who was clearly Sonder’s biggest fan! Megan and our team decided that showing how Sonder integrates and impacts Maggie’s life in and out of the studio would be the glue to this campaign!

This campaign required multiple shoot days in multiple locations. Knowing this in advance allowed us to utilize batching in our production model to ensure that we captured as much content as possible for each setting. The 3 primary forms of content that we filmed were testimonial style interviews, b roll of the fitness classes and lifestyle b roll of Maggie and her family. The purpose of this production and most productions that we are engaged in is to always document for the day and days to come. Doing so provides supplemental footage for additional campaigns without the need for additional production days. Having the flexibility of archived content allows the organizations that we serve to stay agile!

The results of this campaign exceeded our expectations (see above)! Maintaining this new found energy and focus going into year two for Sonder was the next objective. With Megan being a progressive and passionate leader, she was very intentional about learning how she could leverage this experience to grow her brand even further. We have since conducted a follow up strategy session with Megan to build out the next roadmap for her expanding brand and the future looks very bright. Here’s a glimpse of what we’re working on: utilizing the insights from Megan’s campaign to target prospective members of her community, improving Sonder’s marketplace positioning with the help of TRX and scaling more ambassador films!