Graduate Work · Creative Campaign Project
WHOOP
A graduate pitch deck exploring how WHOOP could expand its audience beyond elite athletes to career public service workers, the people whose performance has consequences that extend beyond themselves. The brief covers situation analysis, campaign strategy, audience definition, creative concept, channel planning, budget allocation, and the strategic case for why this campaign, and why now.
WHOOP — GRADUATE CREATIVE CAMPAIGN
The essentials
Target Audience
People whose performance has consequences that extend beyond themselves — careers of public service: nurses, firefighters, police officers, teachers, EMTs. 24 to 52 years old, stable income, benefits-oriented. A tribe that identifies with duty, not wellness. They take pride in being the person others rely on, but that same pride is why they neglect themselves. Unspoken belief: if I push through, I'll be fine.
The Big Idea
The people everyone depends on never stop. Which is why their body can't afford to be the one nobody's watching. WHOOP has spent a decade in the athlete's corner, monitoring the human body under pressure. But pressure doesn't only belong to the athlete — it belongs in every profession where showing up at full capacity isn't a personal ambition, it's someone else's reality. WHOOP is the device that knows you, even when you don't.
Why This, Why Now
WHOOP is preparing to go public. The next chapter cannot be for the same 2.5 million people who wrote the first one. Public service workers are permanent, essential, and an underleveraged audience in the entire wellness category. WHOOP is already moving toward this audience — its April 2026 contract with MIT Lincoln Laboratory under U.S. Navy sponsorship advances operational readiness through wearables. No competitor has built a campaign around this audience. The gap is there for the taking, and the brand that corrects it first owns the position.