nutcase for millennials

8/11/2019 Nutcase For Millennials

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A BRIGHT KNIGHT SOLUTION


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Meet Bright Knight

Insight

Solution

Tactics

Expectations

Summary

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ROADMAP


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MEET BRIGHT KNIGHT

Advertising Agency@Brightknight on IG

An ad agency established2013. Operating in Portland,OR. Bright Knight seeks tobring nobility and round-tablecolaboration into everythingthey do.

Graphic Designer@Adelspeter on IG

Peter likes to customize hisplain shell Nutcase helmets withacrylic paints.

Graphic Designer@Anacarov11 on IG

Ana wears her Nutcase whilecruising through the city on herVespa.

01NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION

BRIGHT KNIGHT PETER ADELS, 19 ANA VILLA, 24


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Strategist@Mcallum on IG

Madison wears her Nutcasewhen shredding the gnar onher longboard.

Copywriter@Austinoliver on IG

Austin wears his Nutcase whenhe bikes to and from campusevery day. His bikes name isFree Spirit.

Project Manager@TReeves on IG

Tyson is often chased myangry bikers when he wears hisNutcase helmet.


MADISON MCCALLUM, 21 AUSTIN POWE, 21 TYSON REEVES, 24


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REVIEW THE TASK


Client: Nutcase Helmets

Problem: Engage a new generation of 16-24 year old Americans withsocial media and other tactics in order to increase brand awareness.

Nutcase challenged us to create a social media campaign that wouldengage the 16-24 year old audience, with an emphasis on the Midwest.


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GO-TO-MARKET STRATEGYINSIGHT

Wal-MartSpecial

StraightLaced

An Arm &a Leg

Way Wacky

Before we began working throughthe task it was important that weunderstand Nutcases place in themarket.

After creating a positioning chartwe were pleased to see that amongseveral big name competitors,Nutcase fills a particular niche thatnot many brands have traditionallyfilled. While this was a smallvictory, we also recognize that ourcompetitors are seeing that gapinghole in the market as well. Moreand more helmet companies areracing to create inspired helmets

with out-of-the-box designs. Oursolution is designed to makeNutcase stand out in the market.


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PSYCHOGRAPHICSINSIGHT

Leaders are those who have moresolidified identities. These are thepeople who have their fingers onthe pop culture pulse; who adopttrends and new media quickly.Leaders naturally guide the rest ofthe demographic towards what is

cool through their own evolvedtaste. Not necessarily hipstersin the sense that they dont dothings just to be ironic, rather,leaders are in tune with whatshappening around them.

The term Follower doesnthave a negative connotation.These are simply the peoplewho are constantly touchingthe mainstream. They preferthe radio to their iPod in thecar, wear brands valued by the

majority of their peer group,and are more likely to buytickets to arena concerts thanunderground venues. Followersare likely to be younger andmore 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 isnthuge when talking about 40 - 48 year olds, but it becomes a large age gap in a younger age range. 16-24 yearolds are in the formative years in their lives, and some of them solidify their identities and interests earlier thanothers. 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.


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INSIGHT

INDIVIDUALITY

LEADERS = INDIVIDUALSOur 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 abrand 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 isa way of creating a community where fun activity and spontaneity are prioritized over the correct way to use ahelmet. As a fun and active brand, we are not in the business of telling Nutcases what to do with our helmets. Wewant each person to know that we fully support whatever crazy, fun thing they do with our helmets protection.

REAL LIFE VS. DIGITAL LIFEThis relates a lot to how these individuals lead their lives both in person as well as digitally. A Leader might behighly individualistic in person, where they go to underground concerts or boulder on a huge cliff or travel in a ruralpart of the world. On the flip side, they might be a leader on the internet, where they run a popular and crazy blogor tweet off-the-wall jokes and observations that are met with lots of retweets. These people are fun individuals bothonline and offline, so we need to capture their attention and hearts in both places.


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DIGITAL LIFE &SELFIE CULTURE

THE URBAN SELFIE TRIBE

INSIGHT


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INSIGHT

DIGTAL LIFE & SELFIE CULTURE

The Urban Tribe is a concept that describes how Millennials relate to each other, especially within a digital andurban landscape. It specifically relates to how Millennials are more often thinking of and treating their friends asif they were their family. An urban tribe connects all of these individuals together based on common factors, likeinterests, 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 connectedto each other by following each other on social media sites, like facebook, twitter, tumblr, or instagram. More thanthat, they can even connect with each other through hashtags, creating incredibly flexible and open communitiesaround interest areas and events. By liking a post on social media, a person is endorsing it and saying that theperson 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 deeperconnection 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.


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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



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Being a Nutcase means being an individual. It means waking up everyday and choosing who you plan on being. Itmeans being zany, adventurous; a trendsetter.

Our campaign features colors, textures, patterns and fonts that demonstrate all of this. We shot video and stills ofpeople 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


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Starting small is essential for any new campaign, especially for a brand the size of Nutcase. Starting in a testmarket gives a company a chance to see which parts of the campaign work best without dumping thousandsof dollars into it. We propose that Nutcase start small and then optimize the campaign in order to spread itnationwide.

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 ownPortland. Minneapolis is large enough to host many bike shops that carry Nutcase, and more than 15% of thepopulation 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 mediaelements. The great thing about social media marketing is that it can be both worldwide and geographically-specific

CAMPAIGN SCOPESOLUTION


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Weve created a campaign that spans

All these add up to a consistant, integrated campaign.

PIECES TO A WHOLESOLUTION

SOCIAL

DIGITAL

IN-STORE

INSTALLATION


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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 doingfeasible activities rather than pro athletes that are less relatable. This video content can be expanded for further usewith interviews from the featured individuals and a deeper look into what they do with their Nutcase helmets.

VIDEOTACTICS


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Introducing Nutcases instagram contest, Nutcase Selfie. This is a contest designedto engage our audience, communicate the relevance of our brand, and create anonline community of people who love our helmets.

The idea is simple: individuals post a picture of themselves wearing a nutcasehelmet and doing whatever makes them a nutcase. It could be a traditional selfieor 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 andcross-promote it on Facebook with an application called Statigram.

The average user spends 257 minutes on instagram every month (which equalsabout 4.28 hours). We feel comfortable guaranteeing hat our target audiencesaverage use is even higher. This high usage is one outstanding reason whyInstagram 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 directlyderived from our insights regarding Selfie Culture and the way that Millennials livetheir digital lives. Millennials want their selfies to get a lot of likes, and its obviousthat a Nutcase helmet could help them achieve that.

#NUTCASESELFIETACTICS


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INCENTIVESTACTICS

The Nutcase Selfie Instagram contest will run for two months. The first month is just to gain traction and collectenough momentum to get the submissions rolling in. The second month is about the payoff, in which there will bea winner every week. We expect to see almost double the amount of submissions in the second month as the firstmonth, 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 alist of possible prize ideas for you to get a sense of what nutty things were talking about. Some of ideas includepasses 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 posta 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 withour audience of young daring individuals.


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Winner selection for the Nutcase Selfie Instagramcontest can be done in a multitude of ways. Weare leaving it up to Nutcase to decide which selectionmethod best suits the brand.

Some options include:

Random computer generated selection

Panel voting

Peer voting (In which Nutcase Instagram follower wouldvote for their favorites).

WINNERSTACTICS

WINNER!


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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 actionclips 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, Iexpress 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 promotedposts for mobile devices only. This is an offered feature of Facebook ads, and as were trying to target people whocan use Instagram, we want to make sure our ads are seen by mobile users.

FACEBOOKTACTICS


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For Nutcase brands twitter page we recommend following some common best practices regarding what to post, howoften 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 newones. We suggest that whoever is running the twitter account to talk to followers about what theyre doing with theirhelmets, 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. Ourfan 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 asinstagram links to drive traffic and attention towards the Nutcase Instagram. By posting cool picture links from theNutcase instagram we are setting the Nutcase twitter account to become twitters engaging helmet fashion authority.

TWITTERTACTICS


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Our campaign includes the use of digital banner ads that promote our NutcaseSelfie contest.

We want to put these ads on sites our target audience is likely to visit. Someexamples of these include Buzzfeed, the Hype Machine, 8Tracks, and Pandora.

We also came up with the idea of partnering with Pandora or 8Tracks andpromoting a Nutcase Playlist, which could be a centerpiece of our advertisingon music streaming sites.

DIGITALTACTICS



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When doing real-world research we found that ascool as Nutcases boxes are, the helmets arentbeing displayed in them. All the effort that went intomaking the box awesome and branded is, for themost part, going to waste. The helmets are insteadbeing displayed on shelves or stands right alongsidecompeting products. We also discovered that ourcompetitors are doing something we arent: brandedhangtags.

Tags are an opportunity to have more brandedmaterial in stores; more to grab the customersattention and more for them to look at. Essentiallywe feel that the longer they interact with the productin store, the more likely they are to remember thebrand and potentially make a purchase. Consumersin the stores already want to go over and pick upthe helmets, but this is a way to get them to interactpassed a simple Hey, that looks cool!

We want these tags to include a sticker, much likeVans does with its shoes. People love free goodies,and most importantly, these hangtags point directlyback to the Instagram contest.


IN STORETACTICS


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Another piece to our In-store approach are what we

call Nutcase mirror clings. These are vinyl clings orstickers that are the actual size, shape, and design ofa Nutcase helmet; a 2 dimensional version of our awe-some product.

These clings would be attached to a mirror and sentout to our test market at first, and then later to allretailers. We want customers to have a memorable instore 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 helmetsection of a bike shop. Customers can stand in frontof 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 didresearch and called bike shops that sell Nutcase in ourtest market of Minneapolis, Minnesota. We talked to13 bike shops owners and managers, 10 of whom saidyes, they would be open to the idea and would displaythat kind of promotional swag. One shop owner even

said a Nutcase mirror with a helmet cling would bethe, coolest promotional poster in the store.


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INSTALLATIONTACTICS


The Mall of America, which is located 15 minutes from downtown Minneapolis, is the second-largest shopping centerin America, attracting 40 Million annual visitors. Capturing our target market while theyre already in local sports andbiking stores is good, but an estimated 463,000 individuals within our target age range will visit the Mall of Americawhile our campaign is going on. People go to a mall to have fun, so theyre already in the perfect frame of mind toengage with our brand.

Although the Mall of America boasts over 522 stores, Nutcase does not have a strong presence. As the consumercapital 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/factshttp://www.infoplease.com/us/census/data/demographic.html


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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 theMall of America sell Nutcase, despite a number of perfect opportunities. For example, there are active lifestyle storesto 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 tomore fashion-oriented stores that our Leader psychographic is likely to shop at. At Mall of America, weve specificallytargeted two stores: Zumiez and Urban Outfitters. Both are already known for their unique and loud clothes, whichfit perfectly with Nutcases style. Zumiez sells skate gear, so helmets would be a natural fit. Urban Outfitters sells allsorts of wacky gifts, like patterned iPhone cases, LP players, and home decor, so Nutcase helmets would be right athome.

The Second Step

Would to integrate with the Mall of Americas massive event calendar. There are numerous concerts, active lifestyleclubs, and contests that happen every day, so Nutcase could become the sponsor of a few of these events byproviding helmets. For example, theres a fun extreme shopping contest that happens every month that Nutcase couldgive helmets to. Contestants in helmets would make the event more fun. There are also many active lifestyle clubsthat meet in the Mall of America in order to burn calories by walking around the mall. Nutcase could give helmets tothese 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 Experienceis 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 backdropfor each booth would be different, and individuals would be encouraged take a picture in front of one of the backdrops andthen upload it to Instagram. These pictures, if they were geotagged using Instagrams location feature, could then be sorted sothat 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 thebooths. Consumers would see the panorama, and the connection could be made between each of the Nutcases in the photo.


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Our campaign is made up of a lot ofdifferent moving parts. This is good, in thatit creates a lot of ways for our audience todiscover our campaign.

These are some examples of how ouraudience might navigate through the piecesof the campaign. Someone might see themirror promotion or the hangtag on thehelmet in the store and then engage withthe brand. Another person might see ourFacebook promoted post on their mobiledevice, then watch our video and engage onInstagram, before finally actually going to astore to try on a helmet.

DISCOVERY MODELSTACTICS


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BUDGET : PRODUCTSEXPECTATIONS

This chart reflects the approximate costs associated with implementing the Nutcase Selfie mirror clings. The testmarket 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.


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Bright Knight Total Work Hours:Approximately 150 hours for6.5 weeks24 hours/week forone 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, ORBoulder, COSeattle, WAEugene, ORSan Francisco, CA

These cities are rated as Americas top bike friendly cities.

BUDGET : SERVICESEXPECTATIONS

Madison, WINew York, NYTuscan, ArizonaChicago, ILAustin, TX


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We created an illustration that shows the cycle of userengagement we expect to see from this campaign.

Awareness of Nutcase and the Selfie contest fromour promotional efforts will lead to contestparticipation and an influx of user generatedcontent. This leads to further awareness as friends

of participants see their posts and check out thecontest. That new interest in the contest leads tomore instagram and twitter followers, all of whom seeNutcases online activity. That brings us back to thebeginning, awareness. Its a dynamic, full-circle approachin which every elements helps other elements gaintraction with the customer.

This cycle is supplemented by any sponsor support wereceive from athletes and bands. For example, in ourcampaign, 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 aneven greater audience if we picked influencers that ourLeader psychographic looks up to.

CYCLE OF USER ENGAGEMENTSUMMARY


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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 mediasites 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 ethostheres 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 & SOLUTIONSUMMARY


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DONT STOP IMAGINING. THE DAY THAT YOU DO IS THE DAY THAT YOU DIE

-trevor powers / youth lagoon


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Bright Knight 2013

nutcase for millennials

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