Naboso // CASE STUDY
Naboso, a fast growing startup in the sensory stimulation space, engaged our team at Digital Surgeons to help reimagine and accelerate their business. What started with a rebrand and DTC experience launch has transpired into a partnership that has spanned a growing number of new product launches for a diversity of audiences and needs, including their latest new innovation, the Sensory Stick.
Naboso knows movement from the ground up. With products like insoles, mats, and other foot recovery tools, they’re become known for their expertise with foot stimulation and the positive impact it has on movement, performance, and recovery. The new Naboso Sensory Stick, however, was unlike anything in their product lineup. For the first time ever, they were manufacturing a sensory product specifically for hands creating a new, exciting opportunity to push the boundaries of the brand we helped to establish.
Our collaborative partnership with the team at Naboso led to a highly successful product launch that opened up an entirely new audience segment and revenue stream for the brand – highlighting a variety of use cases showing the versatility of the product while still maintaining and communicating the overarching benefits. A razor sharp strategy paired with a groundswell of tactics including video production, a new digital experience, organic and paid media, and an unboxing experience allowed us to give consumers a brand experience that could put the Naboso story of sensory stimulation directly in the palm of their hands.
The design of the sensory sticks was both iterative and collaborative. Throughout the development of the product we were faced with several design decisions – Which texture density made sense with which color? How heavy should the sticks be? How should they be branded along with what finishes should the sticks have? With the idea that consumers would be ordering a pair of these that are delivered to their doorstep, we needed to conceptualize and produce a package that not only protected the sticks while holding them in place, but a package that could tolerate the weight of the sticks themselves given that the sticks alone totaled just over 4lbs.
Working alongside the product manufacturer, we came up with a package solution that was both durable and pleasant for consumers to open. Since Sensory Sticks were an entirely new product for the brand, we wanted to ensure we were telling a story at each point of the unboxing experience. A sleeve held a top lid and bottom base together firmly. When opened, consumers are greeted by an aspirational brand message printed as a spot UV layer. When the box is opened, the sticks sit in recessed cut outs revealing the texture through triangular cutouts. From the first moment you interact with the package, you’re given a sensory experience that carries through until you get the products in hand.
We had nailed down product and packaging design, however now it was time to bring to life how the product is used. We casted a wide net with the launch of Sensory Sticks by ideating around a variety of use cases that were most appropriate and relevant. We broke down the approach into 3 main pillars. (1) Activation & Performance, (2) Strengthening & Toning, and lastly (3) Healing & Recovery. We decided to capture 3 distinctly different use cases to show the versatility of the product and ensure our audiences knew what Sensory Sticks were all about.
Activation & Performance spoke to the aggressive gym goer and weightlifter. Activating before any workout is important. Second was all about speaking more to a body weight movement audience, those hitting yoga after work or hopping on their spin bike at home. Sensory Sticks make for a unique set of dumbbells that can challenge just about any workout. Lastly was more of a rehabilitative approach, those dealing with movement complications post injury or surgery, or those dealing with motor issues as a result of something like a stroke. The sensory stimulation enables a brain body connection allowing those who are recovering to reconnect with their bodies. So, as part of the launch package we produced a handful of :15 second spots to flood various media.
Sensory Sticks were an entirely new product from Naboso, targeting an area of the body Naboso products were not necessarily known to have a primary use for. So given that Sensory Sticks were positioned as a new activation and recovery tool, we had to ensure we were informing users and potential consumers what they were and how they are best used. Separate from the Shopify site we had already built for Naboso, we designed a landing page specific to Sticks narrowing the product focus and conversion funnel. From top to bottom the page was designed to introduce the product, show a variety of use cases, and explain the benefits of the product itself. Using animation and scroll, we made a meaningful experience for users to feel what sticks were all about without them having to have the product in hand. We led with the texture and used a story of use cases pointing them in a direction to purchase.