Nugget Comfort
Our Insight:
What is the problem or opportunity we're trying to solve?
What are the related business objectives?
Who are the people we're communicating with? What do they value and how can they be valuable to the brand?
We are communicating with moms that value a playroom furniture design that combines a low-maintenance design with comfort and versatility. They can be of value to the brand by giving greater exposure of the product to the target market through endorsements and recommendations to other moms.
What differentiates our Brand in the category and makes it more valuable to the people?
Nugget is playroom furniture that is made to be sold solely online with hassle-free assembly right out of the box.
What is most valuable to these people that our Brand can best fulfill?
Playroom furniture that embodies ease and entertainment for both parents and their kids.
What is the Brand's most valuable and tangible benefit?
A versatile piece of playroom furniture that is easy to acquire and assemble.
What role/archetype do people associate with and value most in the Brand?
-
The Magician
-
The Caregiver
Strategically what's the BIG IDEA for making our brand more valuable to people and people more valuable to the brand?
What DAM Strategies will we use to advance the BIG Idea?
"Nugget State of Mind"
-
Listening to moms
-
Talking to moms
Insight
What is the problem or opportunity we're trying to solve?
What are the related business objectives?
Nugget has a visibility problem regarding brand awareness and we propose utilizing a paid, owned, and earned media model to solve it.
Our business objective is to create a digital marketing campaign to increase brand awareness and later increase online purchases. Goal is to gain 100,000 unique visitors post recent launch of the Nugget 2.0, while maintaining brand identity.
Final Insight:
Moms want to unleash the nugget of imagination within their kids, and spark an inspired state of mind, all the time.
Recommendation:
"Nugget State of Mind"
Our idea is to put the Nugget product in the real world while sparking conversation in the online world. We propose a campaign that will generate awareness of the product among our target audience through earned media (i.e. contest with hashtag), paid media (advertising with Google AdWords and Facebook Advertising), and owned media (social media accounts of the Nugget on Pinterest and Instagram, that are more visual and with which moms tend to engage more).
