New Massage Envy Campaign Touts Benefits of Wellness Regimen
New digital messaging from Massage Envy's "Keep Your Body Working" ad campaign.
Like others in the health and wellness industry, Massage Envy is emphasizing self-care and aiming to normalize behavior previously deemed indulgent as it seeks to make a personal connection with consumers through its new ad campaign, “Keep Your Body Working.”
Not only is this the first campaign for the brand under new CMO Kathy Collins, it’s the first since a wave of sexual assault accusations swept the 1,200-unit franchise in 2017, forcing it to implement new safety measures such as annual background checks for therapists and a mandated reporting procedure. It also founded a safety advisory council.
In a December 2017 message to members, CEO Joseph C. Magnacca wrote: “Throughout Massage Envy’s 15-year history, safety in the treatment room has been—and always will be—paramount. The recent, heartbreaking stories of sexual assault suffered in Massage Envy franchise locations caused us to take a hard look at our business and at how we protect the members and guests who have placed their trust in the brand.”
Massage Envy partnered with Minneapolis-based advertising agency Fallon to create the campaign, which features a mix of television, online, radio, digital and social ads, all focused on educating consumers on the benefits of “regular massage” as well as routine self-care like stretch and facials as a part of their normal wellness regimen.
“This campaign brings to life how seemingly harmless everyday activities wreak havoc on an otherwise healthy body,” said Collins in an announcement of the campaign’s launch. “We want to encourage the habit of massage and total body care. Not just on special occasions or in periods of extreme stress, but something you should do regularly, like exercising, flossing, drinking water or eating vegetables, to keep your body working.”
The franchise budgeted between $20 million and $25 million on media for the new push, Collins told AdAge.
Recently, consumer-facing ad campaigns from brands such as Waxing the City, Blink Fitness and European Wax Center have put them in line with a shifting societal attitude toward what constitutes wellness. It’s a more holistic approach, the franchisors say, and has allowed them to play up the self-esteem aspect of the service.
Massage Envy is looking to do the same.
“People see massages as an indulgence, but the reality is that the physical world is stacked against us. Whether we are sitting in chairs, cars, and couches or compulsively looking up or down at our screens, the world is trying very hard to push and reshape our bodies,” said Fallon Executive Creative Director Patrick Figueroa. “When seen from that perspective, these seemingly innocuous actions can be quite scary. It's like daily routines have it out for our bodies. So, we created a campaign to show that, and to show how massage as routine self-care is the way we push back.”