Percussion Therapy & Recovery Tools | Brand & Performance Campaign
HoMedics delivered a category education and brand-positioning campaign designed to shift consumer perception of massage guns from a luxury recovery tool to an accessible, high-quality everyday wellness product. The activity combined education, value-driven comparisons, PR and influencer amplification, and retail support to drive awareness, consideration, and conversion across digital, pharmacy, and major retail channels.
The Project
The Objective
- Position HoMedics as an affordable, high-quality alternative to premium competitors such as Theragun.
- Educate consumers on the benefits of percussion therapy and recovery tools for everyday use.
- Drive full-funnel growth — awareness, consideration, and conversions — across online, pharmacy, and retail partners.
- Build brand authority and trust in the recovery and wellness category.
The Challenge
- The category was heavily dominated by everyday brands, with high price points creating a perception that quality recovery tools were not accessible.
- Consumer understanding of percussion therapy benefits was limited, creating a barrier to trial and purchase.
- The campaign needed to shift mindset from “elite or professional-only” use to everyday recovery.
- Maintaining credibility while competing on value without appearing budget or low quality.
The Approach
- Developed an education-led messaging strategy highlighting the benefits of percussion therapy, recovery, and pain prevention.
- Positioned HoMedics as delivering premium performance without the premium price, reinforcing value for money.
- Leveraged press and influencer comparisons to place HoMedics side-by-side with a key competitor, focusing on quality, usability, and affordability.
- Aligned messaging across eCommerce, pharmacy, and retail channels to ensure consistent consumer understanding.
- Supported campaigns with strong brand presence and credibility-building activity.
The Results
- Increased brand search volume for “HoMedics Massage Gun” by 200% within 6 months.
- Secured press and influencer coverage comparing HoMedics to Theragun, reinforcing the brand’s value proposition.
- Awarded Canstar Blue Customer Satisfaction Award for Massage Guns (2024), cementing HoMedics’ credibility and consumer trust.
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