Infraway Launch: E29’s Go-to-Market Success
Having established a robust brand foundation, Infraway was set to launch its first product—the L1 wearable device, which utilizes Dual Heat Technology. To achieve success, it was essential to educate consumers, build trust in a new market category, and drive fast sales. The Challenge Infraway aimed high with its goals: to inform a market that was not familiar with infrared and heat dual therapy, to launch quickly with a target date of March 2025, to achieve sales of 2,500 units monthly, and to foster brand equity for future entry into sports and wellness sectors. The Strategic Solution E29 crafted a comprehensive go-to-market strategy that connected brand narratives with performance metrics. Target Audience: Wealthy, health-oriented golfers aged 40 to 75 with household incomes over $100K, driven by a desire for mobility and longevity. Customer Journey Mapping: Created an effective pathway from initial awareness to brand loyalty. Digital Trifecta: Harmonized owned, earned, and paid media for optimal reach. Execution Highlights: Website + SEO: A Webflow site optimized for conversion and storytelling, enhanced by a content and blog strategy. Paid Media: Meta and Google campaigns that balanced lifestyle appeal with performance evidence. Creative Platform: “It’s Your Move” engaged audiences by connecting sports, lifestyle, and recovery. CRM: Automated systems created pre-launch email lists, recovered shopping carts, and fostered post-purchase loyalty. Influencer + UGC: Partnerships with golfers and wellness influencers provided genuine endorsements. Optimization: Real-time tracking of KPIs enabled swift adjustments to creative content and spending. The Results The March 5, 2025 launch was successful across all digital channels. A high-value email CRM list was created, enhancing retargeting and referrals. The message “Move Better, Play Better” proved more effective than pain-relief positioning. A repeatable launch strategy has been established, now poised for expansion into pickleball, skiing, and the broader wellness markets.
