A behaviour-led campaign designed to build movement, motivation, and everyday confidence.
I chose to explore a campaign concept for ON, the Swiss performance brand, through the lens of behaviour change. The idea was to shift the narrative from performance-focused movement to confidence-led motion. Inspired by ON’s core design principle, “Feel Nothing to Feel Everything“. I developed the #ConfidenceCrew campaign: a movement-based social challenge designed to reframe motion as a pathway to everyday confidence. The idea stems from ON’s opportunity to deepen engagement with Gen Z, an audience increasingly driven by emotional connection and identity-based consumption. Despite ON’s top-rated product experience, the brand has a unique chance to boost awareness by connecting with this digitally native, fast-growing consumer group.
Backed by insights that 47% of Gen Z wears activewear daily and 74% feel empowered by it (Mintel, 2024), the campaign leverages behaviour change strategies, like habit stacking, social proof, and emotional triggers, to build a system of rewards and recognition that encourages consistency, self-expression, and community belonging. Through this activation, ON shifts from a performance brand to a confidence enabler, turning tech-fuelled apparel into a vehicle for movement-led empowerment.
User Profile
1. Samir, 26
“If it’s not scheduled, it’s not happening.”
Demographics
- 26-year-old project analyst
- Lives in a flatshare in Southwark
- Owns a Fitbit, uses Samsung Health, and Google Calendar
- Shop online and appreciate the convenience
Psychographics
Samir loves movement, but only if it’s efficient. He isn’t motivated by hype, instead, he responds to routine, structure, and logic. He’s curious about ON for its design and tech, but needs tangible reasons to engage.
| Stage | Touchpoint | Behaviour Strategy |
|---|---|---|
| Cue | ON email campaign: “Track. Move. Earn.” | Clear CTA / segmentation |
| Action | Joins via Samsung Health → selects Strength path | Choice architecture |
| Reward | Unlocks leaderboard entry + exclusive gear discount | Variable rewards |
| Repeat | Weekly reminders + goal tracker integration | Gamification + commitment loop |
| Identity | Badge showcase on app profile | Progress as personal brand |
2. Lina, 24
“I move for the mood boost, not the muscle gain.”
Demographics
- 24-year-old marketing assistant
- Lives in East London, commutes by Overground
- Shops at Weekday and follow wellness influencers
- Uses Apple Health, Spotify, TikTok, and Instagram daily
Psychographics
Lina doesn’t identify as “sporty,” but she values movement as a mental reset. She prefers casual activity (walks, yoga, stretching) and is driven by aesthetics, vibes, and emotional payoff. She’s highly responsive to social media cues and gains motivation from sharing achievements.
| Stage | Touchpoint | Behaviour Strategy |
|---|---|---|
| Cue | TikTok unboxing or badge reveal Reel | Social proof / FOMO |
| Action | Clicks to join challenge, syncs Apple Health | Low barrier entry |
| Reward | Earns Breathe Badge → shares story | Positive reinforcement + peer validation |
| Repeat | Gets “Your crew misses you” email nudge | Habit stacking / social accountability |
| Identity | Photobooth experience @ ON Swiss Lab | Clicks to join the challenge, syncs Apple Health |
Developing user profiles for the ON #ConfidenceCrew campaign allowed me to move beyond surface-level demographics and explore the deeper emotional and behavioural motivations behind movement. By applying behaviour change principles, such as habit stacking, social proof, and identity reinforcement, I was able to build realistic user journeys that reflect how confidence can be cultivated through small, consistent actions. Each profile, from the Social Strider to the Structured Mover, helped me identify unique barriers and design tailored touchpoints that feel natural to each user’s lifestyle.
Drawing on insights from Mintel, I found it especially powerful that 74% of Gen Z feel empowered by wearing activewear. This validated the campaign’s core idea: confidence isn’t something you wait for, it’s something you move into. Platforms like Instagram, Samsung Health, and ON’s physical activations became strategic tools for habit formation and self-expression, making the campaign more than just a challenge, but a loop of ongoing engagement.
Overall, this process reinforced the importance of emotional resonance in branding. Designing for behaviour means thinking empathetically, anticipating friction, and celebrating small wins. It taught me that the most impactful design isn’t always the loudest, it’s the one that feels like it was made just for you.
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