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Business StrategySharpen the choices that make the business easier to believe in.Brand StrategyDefine the story, positioning, and proof your market can remember.Marketing StrategyTurn positioning into a focused plan for attention and demand.Personal BrandingShape a credible point of view around a founder or leader.Digital PresenceBuild the site and system that make the brand usable.Narrative DeploymentCarry the story into content, campaigns, and daily market signals.
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Case Study

Virgin Active

Useful guides built to answer doubts and earn trust.

Virgin Active yoga article
Virgin Active swimming guide
Industry:
Health & Fitness
Year:
2017
Solutions:
Content Strategy, Copywriting, Expert Interviews

“Yoga is too slow

” “Swimming isn’t a real workout.

” “I’m not flexible enough

”

FableForce×Virgin Active

Insight

Changing Minds, Not Just Informing

Trainers had years of expertise, but it was not reaching CBD professionals who had already made up their minds. The job was to make the content feel useful enough to change that.

01

Doubt

Card 01 of 3

People had already made up their minds

Yoga felt too slow, swimming felt too light, and flexibility felt like a barrier.

02

Expertise

Card 02 of 3

Trainer knowledge became useful content

Interviews turned expert answers into guides and ad copy that helped people reconsider.

03

Shift

Card 03 of 3

The tone informed instead of pressuring

The content made CBD professionals feel more prepared, not more sold to.

1 / 3

The Results

Global

Brand

Content for one of the world's largest fitness brands.

Expert

Sourced

Trainer interviews powering authentic guides.

Multi

Format

Long-form guides + ad copy for each piece.

010203
03
Preview 1
Preview 2
Preview 3

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