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Trying to make helmets cool to 16-24 year olds sounds like a pretty sick joke. The punchline is that figuring out how to do that was actually pretty fun. Here's how Bright Knight tackled it.
Trying to make helmets cool to 16-24 year olds sounds like a pretty sick joke. The punchline is that figuring out how to do that was actually pretty fun. Here's how Bright Knight tackled it.
Trying to make helmets cool to 16-24 year olds sounds like a pretty sick joke. The punchline is that figuring out how to do that was actually pretty fun. Here's how Bright Knight tackled it.
TO INSPIRE A REVOLUTION OF ECLECTIC YOUTH INDIVIDUALS
Meet Bright Knight Insight Solution Tactics Expectations Summary 01-02 03-10 11-16 17-34 35-38 39-46 ROADMAP MEET BRIGHT KNIGHT Advertising Agency @Brightknight on IG An ad agency established 2013. Operating in Portland, OR. Bright Knight seeks to bring nobility and round-table colaboration into everything they do. Graphic Designer @Adelspeter on IG Peter likes to customize his plain shell Nutcase helmets with acrylic paints. Graphic Designer @Anacarov11 on IG Ana wears her Nutcase while cruising through the city on her Vespa. 01 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION BRIGHT KNIGHT PETER ADELS, 19 ANA VILLA, 24 Strategist @Mcallum on IG Madison wears her Nutcase when shredding the gnar on her longboard. Copywriter @Austinoliver on IG Austin wears his Nutcase when he bikes to and from campus every day. His bikes name is Free Spirit. Project Manager @TReeves on IG Tyson is often chased my angry bikers when he wears his Nutcase helmet. 02 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION MADISON MCCALLUM, 21 AUSTIN POWE, 21 TYSON REEVES, 24 REVIEW THE TASK 03 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Client: Nutcase Helmets Problem: Engage a new generation of 16-24 year old Americans with social media and other tactics in order to increase brand awareness. Nutcase challenged us to create a social media campaign that would engage the 16-24 year old audience, with an emphasis on the Midwest. 04 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION GO-TO-MARKET STRATEGY INSIGHT Wal-Mart Special Straight Laced An Arm & a Leg Way Wacky Before we began working through the task it was important that we understand Nutcases place in the market. After creating a positioning chart we were pleased to see that among several big name competitors, Nutcase fills a particular niche that not many brands have traditionally filled. While this was a small victory, we also recognize that our competitors are seeing that gaping hole in the market as well. More and more helmet companies are racing to create inspired helmets with out-of-the-box designs. Our solution is designed to make Nutcase stand out in the market. 06 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION PSYCHOGRAPHICS INSIGHT Leaders are those who have more solidified identities. These are the people who have their fingers on the pop culture pulse; who adopt trends and new media quickly. Leaders naturally guide the rest of the demographic towards what is cool through their own evolved taste. Not necessarily hipsters in the sense that they dont do things just to be ironic, rather, leaders are in tune with whats happening around them. The term Follower doesnt have a negative connotation. These are simply the people who are constantly touching the mainstream. They prefer the radio to their iPod in the car, wear brands valued by the majority of their peer group, and are more likely to buy tickets to arena concerts than underground venues. Followers are likely to be younger and more influenced by their friends. One of our most important insights is in regard to the 16 - 24 year old demographic. A window of eight years isnt huge when talking about 40 - 48 year olds, but it becomes a large age gap in a younger age range. 16-24 year olds are in the formative years in their lives, and some of them solidify their identities and interests earlier than others. We realized that the best way to split this demographic up would be to create two very different subgroups. These two psychographics are Leaders and Followers. 07 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION INSIGHT INDIVIDUALITY LEADERS = INDIVIDUALS Our second insight relates to the individuality that is a crucial component of the Leader psychographic. Since these Leaders value being unique and doing things that may not necessarily be in the mainstream, we as a brand can talk to them through those values. THERES NO WRONG WAY TO BE A NUTCASE. From this, weve created a catchphrase that resonates with individuals. Theres no wrong way to be a Nutcase is a way of creating a community where fun activity and spontaneity are prioritized over the correct way to use a helmet. As a fun and active brand, we are not in the business of telling Nutcases what to do with our helmets. We want each person to know that we fully support whatever crazy, fun thing they do with our helmets protection. REAL LIFE VS. DIGITAL LIFE This relates a lot to how these individuals lead their lives both in person as well as digitally. A Leader might be highly individualistic in person, where they go to underground concerts or boulder on a huge cliff or travel in a rural part of the world. On the flip side, they might be a leader on the internet, where they run a popular and crazy blog or tweet off-the-wall jokes and observations that are met with lots of retweets. These people are fun individuals both online and offline, so we need to capture their attention and hearts in both places. 08 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION DIGITAL LIFE & SELFIE CULTURE THE URBAN SELFIE TRIBE INSIGHT 09 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION INSIGHT DIGTAL LIFE & SELFIE CULTURE The Urban Tribe is a concept that describes how Millennials relate to each other, especially within a digital and urban landscape. It specifically relates to how Millennials are more often thinking of and treating their friends as if they were their family. An urban tribe connects all of these individuals together based on common factors, like interests, instead of common location or familial ties. This is even easier to see when individuals online lives are taken into consideration. These people are all connected to each other by following each other on social media sites, like facebook, twitter, tumblr, or instagram. More than that, they can even connect with each other through hashtags, creating incredibly flexible and open communities around interest areas and events. By liking a post on social media, a person is endorsing it and saying that the person who posted it is part of the in group. Receiving a like on any post gives the user a good feeling, but receiving a like on a selfie is an even deeper connection and reinforcement. That warm-fuzzy feeling is why people post selfies. Selfies have become incredibly common on social media, especially our Leader demographic. We want to ride this wave and take advantage of this phenomenon. REAL OPPORTUNITY Nutcase can raise brand awareness and create a new niche for stylish millennial helmets while collecting a wealth of content for later use. INSIGHT 10 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION 12 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Being a Nutcase means being an individual. It means waking up everyday and choosing who you plan on being. It means being zany, adventurous; a trendsetter. Our campaign features colors, textures, patterns and fonts that demonstrate all of this. We shot video and stills of people that we felt fit what the brand stands for, and this overall ethos comes through in our campaign. The following are a few ads that give an idea of what Nutcase would look like if it were pitched to Millennials. IM A NUTCASE! SOLUTION 15 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Starting small is essential for any new campaign, especially for a brand the size of Nutcase. Starting in a test market gives a company a chance to see which parts of the campaign work best without dumping thousands of dollars into it. We propose that Nutcase start small and then optimize the campaign in order to spread it nationwide. Our test market for our campaign will be Minneapolis, Minnesota. We chose Minneapolis for several reasons, the most important being that it has often been rated the #1 bike-friendly town in the US, beating our very own Portland. Minneapolis is large enough to host many bike shops that carry Nutcase, and more than 15% of the population falls into our target audience. Our use of Minneapolis as a test market means it would be where we focus our in-store and paid social media elements. The great thing about social media marketing is that it can be both worldwide and geographically-specific CAMPAIGN SCOPE SOLUTION 16 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Weve created a campaign that spans
All these add up to a consistant, integrated campaign. PIECES TO A WHOLE SOLUTION SOCIAL DIGITAL IN-STORE INSTALLATION 18 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Contest launch video: Users will see this on all NC platforms and be inspired to make their own. This is why we chose real people doing feasible activities rather than pro athletes that are less relatable. This video content can be expanded for further use with interviews from the featured individuals and a deeper look into what they do with their Nutcase helmets. VIDEO TACTICS 19 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Introducing Nutcases instagram contest, Nutcase Selfie. This is a contest designed to engage our audience, communicate the relevance of our brand, and create an online community of people who love our helmets. The idea is simple: individuals post a picture of themselves wearing a nutcase helmet and doing whatever makes them a nutcase. It could be a traditional selfie or an action shot. Once again, theres no wrong way to be a Nutcase one just has to follow Nutcases instagram handle & wear a helmet in the photo. We will host this contest on Instagram under the hashtag #NutcaseSelfie and cross-promote it on Facebook with an application called Statigram. The average user spends 257 minutes on instagram every month (which equals about 4.28 hours). We feel comfortable guaranteeing hat our target audiences average use is even higher. This high usage is one outstanding reason why Instagram is the perfect platform for our photo contest. We anticipate that both leaders and followers will want to submit photos to our contest, with leaders setting the bar for the competition. This contest is directly derived from our insights regarding Selfie Culture and the way that Millennials live their digital lives. Millennials want their selfies to get a lot of likes, and its obvious that a Nutcase helmet could help them achieve that. # NUTCASESELFIE TACTICS 21 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION INCENTIVES TACTICS The Nutcase Selfie Instagram contest will run for two months. The first month is just to gain traction and collect enough momentum to get the submissions rolling in. The second month is about the payoff, in which there will be a winner every week. We expect to see almost double the amount of submissions in the second month as the first month, since people will see their friends submissions and want to enter as well. It seems obvious that the contest prizes need to be as wild and nutty as the people entering. Weve generated a list of possible prize ideas for you to get a sense of what nutty things were talking about. Some of ideas include passes to music festivals, trapeze and unicycle lessons, zorbing (rolling downhill in those gigantic plastic bubbles), gyrosphere rides, and skydiving/bungee jumping passes. These are pretty cool incentives, especially when one considers that all you have to do to enter the contest is post a photo, include a hashtag, and follow the @NutcaseHelmets account. We want it to be easy to enter and mind- blowingly exciting to win. After all, the purpose of this contest is to create buzz for Nutcase and really engage with our audience of young daring individuals. 22 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Winner selection for the Nutcase Selfie Instagram contest can be done in a multitude of ways. We are leaving it up to Nutcase to decide which selection method best suits the brand. Some options include: Random computer generated selection Panel voting Peer voting (In which Nutcase Instagram follower would vote for their favorites). WINNERS TACTICS W I N N E R ! 23 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION This revamp includes optimizing Nutcases cover and profile photo pictures, as well as recommendations for content. We suggest that the person who runs Nutcases Facebook post a variety of content, keeping it fresh and interesting. Some ideas for posts include updates on new products and designs, questions that spark commentary and discus- sion on the Nutcase page, insights into the Nutcase culture, and updates on our Instagram contest. We would also like to see Nutcase bio videos on Facebook. These would be fun, short video interviews and action clips that tell stories about individual nutcases. Examples include Andrew Xu, the break-dancer in our launch video. He would tell his story about why he dances in a Nutcase helmet. We would pull clips of him saying things like, I express myself through dance. Wearing my Nutcase helmet is just another way I show people who I am. Promoted posts on Facebook are another important aspect of this campaign. We recommend launching promoted posts for mobile devices only. This is an offered feature of Facebook ads, and as were trying to target people who can use Instagram, we want to make sure our ads are seen by mobile users. FACEBOOK TACTICS 25 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION For Nutcase brands twitter page we recommend following some common best practices regarding what to post, how often to post, and what kind of links to avoid or include. Our personalized best practices are using the Nutcase twitter to engage current followers and work to gain new ones. We suggest that whoever is running the twitter account to talk to followers about what theyre doing with their helmets, what makes them a nutcase, which design they like best, etc. Nutcase would do best to avoid facebook links because twitter users dont want to be linked back to facebook. Our fan base will most likely be on twitter, facebook and instagram and wont want to be redirected to facebook via twit- ter. It is common, however, with this target audience to include instagram links in their tweets. Takeaway here: Nutcases twitter focus should be on customer interaction to generate a fun dialogue, as well as instagram links to drive traffic and attention towards the Nutcase Instagram. By posting cool picture links from the Nutcase instagram we are setting the Nutcase twitter account to become twitters engaging helmet fashion authority. TWITTER TACTICS 25 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Our campaign includes the use of digital banner ads that promote our Nutcase Selfie contest. We want to put these ads on sites our target audience is likely to visit. Some examples of these include Buzzfeed, the Hype Machine, 8Tracks, and Pandora. We also came up with the idea of partnering with Pandora or 8Tracks and promoting a Nutcase Playlist, which could be a centerpiece of our advertising on music streaming sites. DIGITAL TACTICS 27 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION When doing real-world research we found that as cool as Nutcases boxes are, the helmets arent being displayed in them. All the effort that went into making the box awesome and branded is, for the most part, going to waste. The helmets are instead being displayed on shelves or stands right alongside competing products. We also discovered that our competitors are doing something we arent: branded hangtags. Tags are an opportunity to have more branded material in stores; more to grab the customers attention and more for them to look at. Essentially we feel that the longer they interact with the product in store, the more likely they are to remember the brand and potentially make a purchase. Consumers in the stores already want to go over and pick up the helmets, but this is a way to get them to interact passed a simple Hey, that looks cool! We want these tags to include a sticker, much like Vans does with its shoes. People love free goodies, and most importantly, these hangtags point directly back to the Instagram contest. 29 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION IN STORE TACTICS Another piece to our In-store approach are what we call Nutcase mirror clings. These are vinyl clings or stickers that are the actual size, shape, and design of a Nutcase helmet; a 2 dimensional version of our awe- some product. These clings would be attached to a mirror and sent out to our test market at first, and then later to all retailers. We want customers to have a memorable in store interaction with the brand. The display is atten- tion grabbing and allows us to reach an audience that may not otherwise pay much attention to the helmet section of a bike shop. Customers can stand in front of the mirror and snap a pic, then upload it for sub- mission to the instagram contest. To see if our mirror cling idea was feasible we did research and called bike shops that sell Nutcase in our test market of Minneapolis, Minnesota. We talked to 13 bike shops owners and managers, 10 of whom said yes, they would be open to the idea and would display that kind of promotional swag. One shop owner even said a Nutcase mirror with a helmet cling would be the, coolest promotional poster in the store. INSTALLATION TACTICS 31 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION The Mall of America, which is located 15 minutes from downtown Minneapolis, is the second-largest shopping center in America, attracting 40 Million annual visitors. Capturing our target market while theyre already in local sports and biking stores is good, but an estimated 463,000 individuals within our target age range will visit the Mall of America while our campaign is going on. People go to a mall to have fun, so theyre already in the perfect frame of mind to engage with our brand. Although the Mall of America boasts over 522 stores, Nutcase does not have a strong presence. As the consumer capital of the Midwest, Mall of America is the perfect place to introduce Nutcase to thousands of consumers who have never interacted with the brand. Sources: http://www.mallofamerica.com/about/moa/facts http://www.infoplease.com/us/census/data/demographic.html 32 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION The First Step In a Mall of America takeover would be to promote the brands sale in the mall. As of right now, no stores in the Mall of America sell Nutcase, despite a number of perfect opportunities. For example, there are active lifestyle stores to target, like Sports Authority, Champs Sports, and Tillys. In addition to the active stores, where helmets are already sold, we recommend that Nutcase expand their brand to more fashion-oriented stores that our Leader psychographic is likely to shop at. At Mall of America, weve specifically targeted two stores: Zumiez and Urban Outfitters. Both are already known for their unique and loud clothes, which fit perfectly with Nutcases style. Zumiez sells skate gear, so helmets would be a natural fit. Urban Outfitters sells all sorts of wacky gifts, like patterned iPhone cases, LP players, and home decor, so Nutcase helmets would be right at home. The Second Step Would to integrate with the Mall of Americas massive event calendar. There are numerous concerts, active lifestyle clubs, and contests that happen every day, so Nutcase could become the sponsor of a few of these events by providing helmets. For example, theres a fun extreme shopping contest that happens every month that Nutcase could give helmets to. Contestants in helmets would make the event more fun. There are also many active lifestyle clubs that meet in the Mall of America in order to burn calories by walking around the mall. Nutcase could give helmets to these groups, too, in order to promote active biking lifestyles outside the mall as well. Finally, we present to you the cornerstone piece of the Mall of America takeover: The Nutcase Experience. The Nutcase Experience is a physical component of the #NutcaseSelfie contest. Five booths set up throughout the mall would encourage passersby to try on the helmets in front of backdrops. The backdrop for each booth would be different, and individuals would be encouraged take a picture in front of one of the backdrops and then upload it to Instagram. These pictures, if they were geotagged using Instagrams location feature, could then be sorted so that they could be arranged to create a larger picture. Each backdrop would be a different piece of a larger panorama, which would then be digitally assembled on screens next to the booths. Consumers would see the panorama, and the connection could be made between each of the Nutcases in the photo. 34 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Our campaign is made up of a lot of different moving parts. This is good, in that it creates a lot of ways for our audience to discover our campaign. These are some examples of how our audience might navigate through the pieces of the campaign. Someone might see the mirror promotion or the hangtag on the helmet in the store and then engage with the brand. Another person might see our Facebook promoted post on their mobile device, then watch our video and engage on Instagram, before finally actually going to a store to try on a helmet. DISCOVERY MODELS TACTICS QUANITITATIVE CONTEST GOALS TACTICS Primary: Increase followers on @NutcaseHelmets Instagram to 500 over the two month contest period. This is a reasonable goal considering people will rst follow Nutcase on Instagram, then post their sele in order to enter the contest. Secondary: 100 Instagram contest submissions 36 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION 37 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION BUDGET : PRODUCTS EXPECTATIONS This chart reflects the approximate costs associated with implementing the Nutcase Selfie mirror clings. The test market for this campaign is set for 10 stores in Minneapolis, Minnesota. Assuming the the test market yields positive results, Nutcase may want to expand the campaign nationally. 38 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Bright Knight Total Work Hours: Approximately 150 hours for 6.5 weeks 24 hours/week for one worker Recommendation: Hire one part-time person to manage the test market in Minneapolis. Continue to hire more part- time or full-time employees once the campaign expands into other regions such as the following: Portland, OR Boulder, CO Seattle, WA Eugene, OR San Francisco, CA These cities are rated as Americas top bike friendly cities. BUDGET : SERVICES EXPECTATIONS Madison, WI New York, NY Tuscan, Arizona Chicago, IL Austin, TX 40 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION We created an illustration that shows the cycle of user engagement we expect to see from this campaign. Awareness of Nutcase and the Selfie contest from our promotional efforts will lead to contest participation and an influx of user generated content. This leads to further awareness as friends of participants see their posts and check out the contest. That new interest in the contest leads to more instagram and twitter followers, all of whom see Nutcases online activity. That brings us back to the beginning, awareness. Its a dynamic, full-circle approach in which every elements helps other elements gain traction with the customer. This cycle is supplemented by any sponsor support we receive from athletes and bands. For example, in our campaign, we reached out to Forever the Sickest Kids, a pop punk band with almost 800,000 facebook fans. Our message would be amplified and spread to an even greater audience if we picked influencers that our Leader psychographic looks up to. CYCLE OF USER ENGAGEMENT SUMMARY 41 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION Engage a new generation of 16-24 year old Americans with social media and other tactics in order to increase brand awareness. We focused our social media efforts on an exciting contest that combines two of the most prevalent social media sites today, Instagram and Facebook, as well as given recommendations on how to optimize Nutcases use of twitter. Weve defined our expectations and goals for the contest, and outlined in-store tactics to be put into effect in the #1 bike city in the US, Minneapolis Minnesota. The big idea connecting every aspect of our solution is the ethos theres no wrong way to be a nutcase. We truly believe in the power of this statement and feel that our solution, when implemented, will make Nutcase THE bucket helmet choice for consumers age 16-24. PROBLEM & SOLUTION SUMMARY DONT STOP IMAGINING. THE DAY THAT YOU DO IS THE DAY THAT YOU DIE -trevor powers / youth lagoon Bright Knight 2013