BRAND

Ladder is a premium-quality nutritional supplement line founded by LeBron James and Arnold Schwarzenegger. It was one of the many acquisitions BODi made between 2019-2021. Ladder's core customers tend to be workout warriors, the majority of whom are male.

RESEARCH

Through product testing and interviews, we learned our prospective target audience is very familiar with the proposed benefits of supplements in general. They're also extremely purposeful in having chosen the supplements they already take, making it a challenge to get them to switch.

CHALLENGE

What marketing angle would connect with new prospects enough that they'd be willing to give Ladder a try?

OPPORTUNITY

Our core customers want to be the best of the best. So to start with, we produced slick Nike-style videos featuring prominent athletes. But in testing these executions, we learned that new prospects assumed we simply paid the athletes to endorse the Ladder products without necessarily using them.

So we went back to the lab, and ultimately produced videos that felt more personal and conversational, telling the story of how each athlete came to choose Ladder.