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thinkThin Brief
CLIENT / PROJECT / 00.00.002
ASSIGNMENT:Build A More Strategic & Creative Ecosystem For thinkThin.
THE STRATEGY:An ingredient of a day well
lived.
DIGITAL ECOSYSTEM:
Develop platforms and programs demonstrating
the brand positioning and purpose
AGENDA1234
BRAND OVERVIEW
DIGITAL COMPETITIVE LANDSCAPE
THINKTHIN’S DIGITAL LANDSCAPE
PROBLEMS, OPPORTUNITIES & DELIVERABLES
BRAND OVERVIEW
1
• No refined sugar• Good source of protein• Gluten free
$70MMKITCHEN START-UP
THE STORY
THE PORTFOLIO
6
Delicious, Natural Nutrition80%SALES FROM
PROTEIN BARSTRADITIONAL PROTEIN, BRICK BAR
NUT-BASED, CRUNCHY, EARTHY
DESSERT ALTERNATIVE
PORTION CONTROL OPTION
MEET CAITLIN:Has an Active & Busy Lifestyle. Always Juggling Personal Life With Work & Family.
7
• Life is full of choices and she is looking for simple solutions
• Chooses based on nutrition facts and the emotional associations of the brand
CULTURE:Tension Between Being Healthy & Being Busy
8
• Dieting is dying• Constantly trying to find time for
oneself• Making the change now to reap the
benefits later in life
v
CATEGORY:Healthy Lifestyles Meet Functionality
9
• 72% growth during the recession• Highly cluttered with low brand loyalty• Being driven by increases in snacking
behavior
$1.6 BILLIONPROJECTED VALUE IN 2016
thinThink will be able to communicate with more consumers than ever.
10
CURRENT AUDIENCE Smaller, more niche audience that is
more educated and interested in wellness, ingredients and nutrition. Shops at stores under the halo effect of wellness.
Larger, mass audience that is more diverse with varying levels of education and interests in wellness, ingredients and nutrition.
FUTUREAUDIENCE
SO WHAT IS THINKTHIN? An Ingredient of a Day Well Lived
11
vs
IS:Delicious, natural nutrition
IS:A weight management component
NOT:A meal
substitute
NOT:Diet food
WEIGHT WELLNESS PHILOSOPHY50% Physical &50% Emotional Well Being
12
IS:Forever
IS:An individual choice
NOT:A dictated discipline
NOT:A diet: those
begin and end
IS:Looking and feeling my best
NOT:Only looking
my best
CLIENT / PROJECT / 00.00.0013
CAITLIN:AN ACTIVE & BUSY LIFESTYLE. ALWAYS JUGGLING PERSONAL LIFE WITH WORK & FAMILY.CULTURE:TENSION BETWEEN BEING HEALTHY AND BEING BUSY
REASON TO BELIEVE:LOW SUGAR, HIGH PROTEIN, GLUTEN FREE
AN INGREDIENT
OF A DAY WELL LIVED
DIGITAL COMPETITION
2
LUNAThe Advocate for a Strong Body & Mind
15
SOCIAL WEBSITE
CLIF The Adventurous Citizen of the World
16
SOCIAL WEBSITE
KIND The Natural Humanitarian
17
SOCIAL WEBSITE
CLIENT / PROJECT / 00.00.0018
THERE’S MORE COMPETITION
THAN YOU THINK
FOOD
ENTERTAINMENT
BEAUTY
LIFESTYLE
THINKTHIN’S DIGITAL LANDSCAPE 3
DIGITAL ECOSYSTEMthinkThin’s Social Media Networks Are Significantly Smaller Than Its Competitors
20
In order to grow brand equity, thinkThin must use each platform strategically.
21
BRAND MESSAGING: Content Tries To Communicate “Weight Wellness” Lifestyle
22
Website hierarchy not defined. Primary message unclear.
23
Product Messaging | Promotional Events | Motivational QuotesNutrition Tips | Fashion & Beauty Tips | Home & Wellness News
CLIENT / PROJECT / 00.00.0024
Fitness & Health | Fashion & Beauty | Motivational Quotes | RecipesCross Promotion w/ Tumblr | Promotions & Events | Product Lifestyle Photos
25
Product Messaging | Promotions & Events | Health Articles | Motivational QuotesExercise Tips | Facebook Content | Re-tweeting of Consumer Base
26
thinkThin Wellness TV | Products | Commercials | Weight Wellness Advice Recipes from Lizanne | TV Interviews and Promotions
27
Heavy Product Focus | Blogs from Lizanne | Promotions & Events“Heavy Living Spotlight” | Cross Promotions with Pinterest
TUMBLR
• Product & lifestyle photos• Motivational quotes• Utilizes #weightwellness• Hard to find from other
channels
28
PROBLEMS//OPPORTUNITIES 4
DELIVERABLES 123
OUTLINE AND DEFINE THE DIGITAL ECOSYSTEM FOR THE BRAND
REDESIGN THE THINKTHIN HOMEPAGE
DEVISE TACTICAL RECOMMENDATIONS FOR THE BRAND WITH SOCIAL COMPONENTS
PROBLEMBrand Name & Messaging Can Be Misleading
31
• Thinning out the excess ingredients from food, not thinning your waistline
• Weight Wellness ≠ Weight Loss
OPPORTUNITYLeverage Social Media To Define The Mindset
Of What The Brand Stands For & Help Clarify Its Meaning
PROBLEMNo Social Channel Has A Unique Goal Or Strategy
32
• Facebook, Twitter, Tumblr, YouTube, Pinterest, and Instagram profiles are semi-disconnected from each other
• Each platform has a brand presence from thinkThin, but no platform has a distinct purpose that relates back to the brand
OPPORTUNITYOutline The Voice
For thinkThin In Social & The Role Of Each Platform
To Create A Holistic Experience
PROBLEMthinkThin Website Doesn’t Engage Users With Content Or UX
33
• Hierarchy of homepage unclear• Primary takeaway for the consumer is
unclear
OPPORTUNITYRedesign thinkThin’s Site To Be A Central
Hub For Online Conversations &
Support For Social Channels
PROBLEMOwned Social Networks Have A Small Following
34
OPPORTUNITYDevelop A Big, Buzz-Worthy Idea To Spark
Fan Growth Across Platforms
WHAT YOU SHOULD BE THINKING ABOUT…
123
WHO REALLY IS OUR CORE CONSUMER?
WHAT’S THE PROBLEM IN HER LIFE THAT THINKTHIN CAN SOLVE?
WHAT COMMUNITY CAN THINKTHIN BE A PART OF AND OWN?
QUESTIONS?
PROBLEM OPPORTUNITY
BRAND NAME AND MESSAGING CAN BE MISLEADING
LEVERAGE SOCIAL MEDIA TO DEFINE THE MINDSET OF WHAT THE BRAND STANDS FOR AND HELP CLARIFY ITS MEANING
NO SOCIAL CHANNEL HAS A UNIQUE GOAL OR STRATEGY
OUTLINE THE VOICE FOR THINKTHIN IN SOCIAL AND THE ROLE EACH PLATFORM HAS IN THE HOLISTIC EXPERIENCE
THINKTHIN WEBPAGE DOESN’T ENGAGE WITH CONTENT OR UX
REDESIGN THE UX OF THE WEBSITE AS A CENTRAL HUB FOR ONLINE CONVERSATIONS AND SUPPORT FOR SOCIAL CHANNELS
OWNED SOCIAL NETWORKS ARE VERY SMALL
DEVELOP A BIG, BUZZ-WORTHY IDEA TO SPARK FAN GROWTH ACROSS PLATFORMS
[1]
[2]
[3]
[4]
RECAP:Who really is our core consumer? What are the problems in her life that thinkThin can solve? What community can thinkThin connect with?
APPENDIX
How can thinkThin impact wellness online? 1. thinkThin Lacks a Strong Online Presence
PEOPLE ASSOCIATE THINKTHIN WITH WELLNESS AND PROTEIN
BUT….Larger words indicate that the word was mentioned more frequently.Word clouds based on Twitter mentions from 01/27/13 to 07/29/13 (pulled from Sysomos)
THINKTHIN IS NOT WELL KNOWN ON TWITTERTakeaway: thinkThin has a small presence on Twitter relative to its main
competitors
“Mentions” refer to the number of tweets at the brand handle or from the brand handle on Twitter from 01/27/13 to 07/29/13Pulled from Sysomos
Mentions on Twitter
0
4500
9000
13500
18000
Kind Clif Luna thinkthin
1,777
9,41010,234
16,718
THINKTHIN ALSO HAS A SMALL FACEBOOK PRESENCE
ThinkThin: < 50 K Fans
Competitors: > 100 K fans
Source: Wildfire
LUNA:STRONG BODY, STRONG MIND
43
POSITIONING• Best ingredients and nutrition that matter
most to women• Engages with consumers through nutrition
tips and snack ideas• Nutrition guru, Tara’s tips- strong beats
skinny• Very involved in women’s organizations-
breast cancer runs, etc.• Competes directly with thinkThin
99K 21K 2,052 676 1,042 n/aTHE STATS
CLIF: WEBSITE IS ABOUT PLAYING WITH THE BOYS(WHO “PROBABLY LIVE IN DENVER”)
44
POSITIONING• Committed to creating delicious, healthy
food made in a way that respects and protects the places where people live, work and play
• Positions themselves more toward health conscious, outdoorsy, young males
• Invested in adventure and outdoors- surfing, rock climbing, long distance running and philanthropic outdoor pursuits
130K 107K 113 1,438 n/aTHE STATS
28K
KIND:HAS A FOOTHOLD IN THE CRUNCHY, HUMANITARIAN MARKETPLACE
45
POSITIONING• Focus on yoga and the yogi lifestyle• Natural and nutrition based• Kindness quotes, motivation and random
acts of kindness campaign• Heavy on product and lifestyle photos• Website has a heavy social focus, and
advocates for human kindness and goodwill
133K 15K n/a n/a n/aTHE STATS
2,688
thinkThin Must Expand Its Social Media Presence
To Compete With Clif, Luna and Kind…
How can thinkThin impact wellness online? 2. Conflicting Information on Health/Wellness
87% Of people go online for information on health and wellness
0.13
0.87
thinkThin’s target audience uses the internet to shop for and find information on healthy foods
82.2% agree that the Internet has changed the way they get information about the product57.2% do more shopping online than before
From Kantar Media MARS 2012 Online Behavior Study and from Simmons: stats (57.2 and 82.2%) out of target market: 25-40 females who aspire to be healthy
47% of people surveyed find too much conflicting information on nutrition
-- And cite this as a barrier to healthy eating
Despite looking online for information on health and wellness
From FMI Rodali 2013 Study (retrieved from CMI Online)
There is room for thinkThin to provide this information on Weight Wellness