Digital Transformation: Creating a social network for swimmers

Speedo’s pioneering heritage ensures massive brand awareness. But its complex distribution chain has led to a fractured customer experience and a focus on functional, product-driven storytelling. As part of a digital transformation process, Speedo asked us to help kickstart a social movement based around our shared passion for swimming.

Working closely with Speedo we outlined and delivered a product design and build - desktop and mobile - that would inspire and delight swimmers of all levels. Delivering a genuine value exchange, swimmers who signed up gained access to training plans, tips, product stories, personalised content and unparalleled tracking and analysis. In return Speedo gained a deeper understanding of user behaviours - enabling the delivery of personalised marketing messages to support each individual customer journey, rather than interrupting it.

What gave Speedo On the edge was the personalised content the app provided. After logging a swim session the app would serve video tips and articles aimed specifically at improving your stroke. Mediablaze created over 60 drill videos which would also go on to be the most watched videos on Speedo's YouTube channel.