How we supported GROWL for its international product launch

‍Context

GROWL, formerly known as BoxCo, is a Franco-American start-up with an ambitious mission: to make the power of boxing accessible to everyone, right at home. Their product combines boxing coaching and personalized fitness with an immersive and gamified experience.

After several months of development, GROWL was preparing to unveil this new product. To support this strategic launch, a 360° marketing campaign was planned, including online advertising, media coverage, collaborations with influencers like Ciryl Gane, and social media promotion. At the heart of this strategy, an immersive, product-focused website was set to play a key role in enhancing the perceived value of the product and generating initial customers.

‍Challenges

1. Create an immersive, product-centered website
   • Integrate micro-interactions to highlight the "tech" and "premium" aspects of the product
   • Develop customized video players to host their videos via Cloudflare.
2. Adhere to an extremely tight timeline
   • Pixel-perfect development within one week.
   • Incorporate feedback loops and technical and functional testing.
3. Collaborate directly with multiple teams:
   • IT Team (United States): Ensure technical integration and compatibility with existing infrastructure.
   • Design Team (France): Align graphic intentions and prototypes with development.
   • Marketing Team (France and United States): Coordinate efforts for a synchronized and impactful product launch across all markets.

Approach and Solution

1. Accelerated Development Process

• Kick-off phase: Immediate immersion in marketing challenges, product roadmap, and technical specifications.
• Agile collaboration: Managing feedback through Slack for real-time adjustments.

2. Adapting to Technical Requirements

• Deployment of the website on GROWL's Webflow workspace for direct control.
• Seamless integration of existing tools (Cloudflare, Klaviyo, Google Analytics).
• Development of custom video players to personalize the visual output.

3. Coordination with Teams

• Proactive collaboration with the design team to quickly gather all necessary assets.
• Transparent communication with the IT team to ensure technical compatibility.
• Close coordination with the marketing teams to align website delivery timelines with the overall communication plan.

Results

1. On-time delivery: Website ready in one week, meeting quality standards and initial expectations.
2. Successful product immersion: A "pixel perfect" development with micro-interactions to enhance the experiential aspect of the product.
3. Integration with their IT infrastructure: Integration of videos hosted on CloudFlare and connection of their various tools.‍
4. Scalable platform: Solid foundation on Webflow, allowing for rapid modifications by the GROWL team post-launch.

Project Strengths

• Proven expertise in managing tight deadlines and complex technical challenges.
• Measurable results: improved video performance and engaging user experience from day one.
• Close partnership with the start-up, reflecting their vision and ambitions.