MAGIC + CULTURE[trend research]
With rainbow bagels, unicorn pool floats, and sparkling toast, we’re living though a spike in many-things magical. However when it comes to trend forecasting, value embodies itself not in the what, but in the why? Why is it that we’re seeking a spike in magic today, and more importantly, what does this mean for a change in consumer values?
Magic acknowledges both our search for answers in time of great uncertainty, as well as non-answers in time of great digital rigidity. More so, today's style of magic based upon heighten imagery makes sense when acknowledging our visual, social landscape.
When it finally comes to business, brands can discern some take-aways. Due to our search for answers during an uncertain time, we seek direction even with our products. Due to our visual landscape, we are seeing value be placed upon conspicuous products. And finally, during these uncertain times, we seek familiar and comforting products. (More: here.)
SNAP KITCHEN[brand strategy]
As a healthy to-go meal shop, Snap Kitchen was ready to eat up new markets. In research, after learning that "time" is the number one barrier to entry for eating healthy, Snap Kitchen needed to position themselves as a convenient solution to attract new customers.
But with literally everyone who wanted to eat healthy as a potential customer, convenience wasn’t persuasive enough on its own. Snap’s language had to be more precise and capable of targeting various healthy-eater segments.
Ultimately, the versatile tagline, "Less _____, More _____" was produced, which acknowledged time as a hurdle, and allowed Snap Kitchen and its customers to fill in their own reasons to order and eat healthy.
As one of the premiere sponsors of the FIFA World Cup 2018, Coca-Cola needed a fully integrated campaign to make the most of the opportunity. Looking at Coke’s competitors beyond the PepsiCo portfolio, other brands in the happiness market we’re featuring their loving fans first. Coca-Cola was missing out on a free kick.
At The World Cup, with only one winning team, but 31 losing countries, frowns and screams will be undoubtably more present than smiles and laughs. With a Happiness Scarcity at our feet, how could the happiest beverage brand in the world speak across boarders and teams?
Smiles. In order to score big, Coca-Cola would speak the universal language of the world. With executions including vending machines that only dispense when recognizing smiles or TV, Web & OOH ads featuring UGC fan smiles from product invitations, Coke would effectively bring a smile to every winner and loser, letting its customers finally become the MVP of the brand.
HBO’s The Night Of[social strategy]
In 2016, HBO premiered The Night Of, a gritty crime and law themed mini-series. The critically acclaimed show blew up on social media, but for the true fans, there was no way to further engage with the series.
During the live airing of Part 6, a Twitter handle was created for the main character Naz, who just received a contraband cellphone in prison. In real-time, Naz broke the fourth wall and began replying to hundreds of viewers discussing the show and pleading his innocence.
As a result, Naz received global attention on Twitter, with fans replying to every one in five tweets sent to them. In just two weeks, Naz garnered hundreds of thousands of impressions and engaged fans on an effective interactive level. HBO provided simple, memorable delight, upping the ante of storytelling with an enhanced digital experience.
AMAZON AUDIBLE[primary research]
As the number one audiobook service, Audible needed to maintain its rank as competition grew. How were listeners using audiobook apps and more so, what could we learn about our audience to inform future marketing strategies?
In a research study, after asking listeners for their primary reason for using an audiobook app, the response was overwhelming because they can “do something else while listening.” This confirmed what we already knew, but was merely a stat. However, when then asked, how they prefered to use their app, the majority answered “At home not doing anything else.”
What we uncovered was that audiobooks provide listeners the peace-of-mind and potential to get up and engage in other activities unlike other mediums like TV or books. It wasn’t that users preferred to engage in other activities while listening, but they were attracted to audiobooks for their ability to never interrupt their listening experience.