Case Study BackJoy

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Case Study BackJoy

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Category : Case Study , Infomercial

The back orthotic ‘you sit on‘ had existing sales of 25,000 units on the Home Shopping Network for proof of concept the day founder Bing Howenstein called Ron Lynch.

Together they designed a show with a variety of demos and animations to explain how the device actually relieved pain and pressure instead of previous marketing focus on just proper sitting posture. Show Backjoy-and-logotestimonials included primarily people with previous injuries, careers that required extended sitting, weight issues and medical conditions.  One of the unusual aspects about the show was that it was shot outside in the Long Center atrium in Austin, Texas. The background being Zilker Park, it had a very “Central Park” feel to it. This subconsciously connected the idea of the product to be a natural solution for back pain. This subtle eye catching choice was different than any other pain relief show on air and kept it very channel stopping for the viewer. This one creative enjoyed a long 4 years of success on television.

Direct sales topped 1 million units in those first 4 years and opened the retail door for permanent slotting at national retailers. BackJoy is now a globally recognized brand with leadership in the good posture category as well as the back orthotic category. The BackJoy Brand now has enjoyed line extension into orthotic pillow and casual sport shoes. BackJoy can be purchased online and at retailers like Walgreens, Duane Reed and Bed Bath & Beyond.



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Case Study GoPro

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Category : Case Study , Infomercial

An American phenomenon

gopro_chdhx_401_hero4_black_edition_adventure_1078001Ron Lynch and client Nicholas Woodman, (CEO Woodman Labs- GoPro) spent tireless hours in meetings, on the phone and on Skype developing and articulating the strategy, messaging, creative plan and media plan that helped GoPro launch.

The ideas developed in the Spring of 2008 eventually helped grow GoPro from only 600k in annual sales when they met to an over 660M giant in sales today (2015 numbers).

Key Strategies

surfing-technology-goproThe number one strategy was to turn the point-of-view towards the user twice in every commercial spot to connect in the consumers mind the vanity proposition the product offers and encourage YouTube and Facebook use.  We showed consumers they could put themselves on Facebook and “Be A Hero.”  People’s “look at me” nature became the best marketing tool in the world. There were other action cameras coming up as competitors all shooting pretty good point-of-view action footage. “This idea of turning the camera around in the creative was only done by us. It killed the competition.”- RL

Without the budgets for big name athletic celebrities or huge spotlight media we came to the second key strategy by necessity. All GoPro advertising content initially was actual consumer footage that folks were uploading to the web or to the GoPro page to impress the company. This became content and some of it was weird. We had crashing flat bottom speedboats, trout biting fly lines, even Nicholas in his own racing car.


The second strategy was to use specific smaller scale sports related channels and select creative to match i.e. skiing on ski channels, fishing on fishing channels, extreme sports on X-Channels.  Eventually sales exploded and talent like Shaun White, Kelly Slater and Tanner Faust were recruited to help boost sales.

The third strategy was to create a web-driving contest to encourage consumers to visit the website and enter to win free products, then become consumed in content and purchase. This contest strategy allowed purchase of remnant media, including remnant Super Bowl media. These tactics were developed and utilized 2008-2013.

A brilliant marketer and spokesperson for his brand, Nicholas leveraged his PR team to earn him a segment on 60-minutes in early 2014 to ensure he would appear in front of his next target consumer, the global investor. The company went public in June of 2014 and enjoys a current valuation of 2.5 billion.  It was fun to play a valuable role in this strategic launch where the outcome so eclipsed everyone’s expectation.



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Case Study FixMeStick

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Category : Case Study , Infomercial

A winner on “Dragon’s Den” the Canadian version of “Shark Tank”, the owners and creators of FixMeStick chose to leverage their new-found investors money in an aggressive direct sales marketing campaign both online and on television.

The product itself combines three licensed anti-virus software programs on a USB thumb drive. The target FM120V1H_H264-poster copyaudience has revealed itself to be people in their 50’s and older that use computers. The key insight discovered early on was not only is this group of computer users vast in numbers; they have a general lack of understanding of how computers and the internet work. They possess that with a profound distrust of allowing any company remote access to their computer.

The creative that starts addressing the hierarchy of fears is the loss or theft of personal family photos, exposure of personal data and identity, that was personified by an actual villain a supposed hacker that looks creepy. Problem identified.

The owner of the company hosts the spot which is very rare but was intentional due to his telegenic personality, obvious trustworthiness and industry background as a professional that worked to stop hackers in the corporate realm.

The FixMeStick is presented as the clear, practical, tactile DIY solution.

The animation borrows visual cues from cinematic productions like Tron, Sneakers and even Ghostbusters with concepts the audience has already bought into. The idea that viruses are living electronic entities sets up FixMeStick as a simple solution. There is no question viruses can be cleaned, trapped and stored by the product. It’s professional and consumer endorsements validate the facts.

The product is selling incredibly well both on television and at specific retailers.

“Thanks to Ron’s creative and strategy, this product is selling like hotcakes.”

Marty Algire CEO

That is as true a Canadian endorsement, if there ever was one.

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Case Study NuvoH20

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Category : Case Study , Infomercial

Nuvo H20 is the dominant #1 consumer brand in the category of Citric Water Softening

This compact alternative for softening water in a residential setting reduces the expense, footprint and water usage of traditional salt water softening systems.  The creative team currently at Big Baby Agency was nuvo_product-and-logobehind its launch in 2010-2011. The company’s singular long form creative has managed to be the backbone of NUVO H2o’s marketing efforts for five years running. The same successful show running for five years constantly is extremely unusual in television. Not for this team however, we have shows that have run as long as 12-years, same creative, that’s crazy.

Through the format of a 30-minute home improvement show we demonstrate the cost savings, appliance savings and ease of use and simple installation of this product, which was not available at retail originally. We simply explain the science behind the product in layman terms and give a bevy of before and after’s.

Treating the consumer with an intelligent approach and simply showing the huge economic savings and upside to living in a home enjoying water that behaves as soft water without the headaches, expense and inconvenience. In addition a bevy of lifestyle benefits including softer laundry, less calcified residue, detergents that suds again and the clear lower consumption of cleaning chemicals.

The marketing offer has a low barrier to entry first payment to entice a call. The consumer is then appropriately matched with a product that suits their water actual consumption. The company manufactures devices that range from the hundreds to over a thousand dollars depending on the size of the consumer’s home and occupancy.

The company has enjoyed explosive growth over this time and is expanding into retail footprints including Ace Hardware. CEO Laird Washburn credits Ron Lynch for “making a show that drives consumers to pick up the phone while maintaining a credible trustworthy brand approach.”