Nugget Comfort

The Dragonfly Effect it’s a concept coined by Jennifer Aaker and Andy Smith in their book The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change. 

This concept provides a framework to generate participation, networking, growth, and ripple effects for a product or organization among its audiences. These are forces that are combined and together form a movement that people feel they are a part of regarding a specific idea.

The applied four key skills that form this framework and that will be implemented on our Nugget strategy are:

Focus: For the Nugget, our specific goal in which the focus will be it is in the generation of awareness among our target group, regarding the benefits for their children to have a nugget at their houses. Our product wants to engage with an audience that does not know what benefits the Nugget might provide to them, so the efforts will be put into an initial awareness campaign.

Grab Attention: The Nugget will grab the attention and generate awareness with visual content that it’s attractive and that follows a pattern of social media publications: easy to share, likely to generate followers and that generates practical ideas for their audiences - moms, in this case. The website and the publications of the Nugget will be created with a visual communication targeted towards moms. Another way of grabbing attention will be generating alliances with targeted moms that blog and share content receiving funding from companies. The Nugget will provide them with the content and with a PR strategy, the company will generate awareness among the moms that usually follow the blogs and publications from the innovator moms.

Engage: After grabbing our targeted mom’s’ attention, Nugget will engage with them by providing stories and publications that generate a practical value for their lives. For example, a publication that tells how the Nugget can easily be stored into a closet will be a post that will generate a practical value for a mom that does not have enough space on her kid’s bedroom and needs a couch that fulfills that specific need. Another example will be to speak about the qualities of the Nugget, a sofa that’s soft and with which the kids can play along all day without hurting their heads. The other strategy will be with the generation of a website that creates an emotional bond between the Nugget and moms. We want them to find the product useful, but also stylish and with which they can be proud of. For doing this, the Nugget will position personal stories that speak directly to the targeted moms, with the testimonials of other moms that can speak about how this product fulfills their needs and wants.

Take Action: For this phase, after successfully having grabbed attention and engaged with the targeted moms, the goal will be to maintain that personal and emotional bond created in the engage phase. A successful example of this would be to grow the number of followers of the brand, but also maintaining the current followers providing them with useful and practical content. This might later led them to keep following the brand and maybe later, acquire one of the products. Another way with which the Nugget can successfully take action will be by transforming these moms into brand ambassadors that naturally share what the Nugget is among other moms, with word by mouth promotion.

Source: Aaker, J. L., Smith, A., & Adler, C. (2010). The dragonfly effect: Quick, effective, and powerful ways to use social media to drive social change. San Francisco, CA: Jossey-Bass.