Homedics

Percussion Therapy & Recovery Tools · Australia

A category education and brand positioning campaign designed to shift consumer perception of massage guns from a luxury recovery tool to an accessible everyday wellness product.

Category Education Brand Positioning Performance Marketing PR & Influencer

200% Increase in brand search volume in 6 months

2024 Canstar Blue Customer Satisfaction Award

3 Channels: digital, pharmacy & major retail

#1 Wellbeing brand trust established vs Theragun

The Brief

Making premium recovery accessible to everyone

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 campaign 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 challenge was dual: educating consumers on the benefits of percussion therapy while simultaneously positioning HoMedics as a credible, premium alternative to market leaders like Theragun — without diluting quality perception.

The Objective

Full funnel growth across every channel

The campaign needed to shift consumer mindset from "elite or professional only" use to everyday recovery — while building lasting brand authority in the wellness category.

✓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 across awareness, consideration, and conversions online, in pharmacy, and retail

✓Build brand authority and trust in the recovery and wellness category

✓Maintain credibility while competing on value without appearing budget or low quality

The Approach

Education led strategy across digital, retail and earned media

Education Led Messaging

Developed a messaging strategy highlighting the benefits of percussion therapy, recovery, and pain prevention — shifting the narrative from luxury to everyday necessity.

Value Positioning

Positioned HoMedics as delivering premium performance without the premium price, reinforcing value for money through direct comparisons with key competitors.

PR & Influencer Amplification

Leveraged press and influencer comparisons to place HoMedics side by side with Theragun, focusing on quality, usability, and affordability to build earned credibility.

Omnichannel Alignment

Aligned messaging across eCommerce, pharmacy, and retail channels to ensure consistent consumer understanding at every touchpoint from discovery through to purchase.

The Results

A 200% surge in brand search volume

The campaign delivered measurable growth across search, media coverage, and consumer trust — with HoMedics earning one of the most credible third party endorsements in the category.

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200% search growth

Brand search volume for "HoMedics Massage Gun" increased 200% within 6 months of the campaign launch.

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Press & influencer coverage

Secured media and influencer coverage directly comparing HoMedics to Theragun, reinforcing the brand's value proposition.

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Canstar Blue Award

Awarded Canstar Blue Customer Satisfaction Award for Massage Guns 2024 — a major credibility milestone.

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Retail channel growth

Drove consistent brand presence and conversions across digital, pharmacy, and major retail partners.

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