uglove final (1)
TRANSCRIPT
June 2015
PROBLEM
PROBLEM
GOAL
Educate people on the issue and make U-Glove an obvious choice.
AUDIENCE
“Women speak about 20,000 words a day. That’s 13,000 more than the average man.” -Dailymail
Women25-45 years old
Health advocatesMomsTrendy
RESEARCH
Deaths USA: 2,596,993
Influenza/Pneumonia: 56,979
Source:Deaths: Final Data for 2013, tables 1, 7, 10, 20
Approximately 50% of personal bankruptcies are due to medical expenses.
Source: Health Affairs
+
FEAR
=
RESEARCH
+In the U.S. nearly 8.7% of people have at least one
extreme specific fear.
Source: American Psychiatric Association
We are instinctual animals=
INSIGHT
Every time you’re going to do something there is an inner voice that’s telling you whether you
should or should not do it.
STRATEGY
Entice women to use U-Glove at the gas station by communicating to their inner
voice through a friendly figure.
IDEA
Create a character that resembles our inner
voice.
TONE OF VOICE
Caring
Relevant
Funny
“Humor has nearly 25% greater impact.”
TONE OF VOICEEXAMPLE
PHASES
1.
2.
78% of U.S. adult females use Facebook, while only 69% of men do.
20% of women are on Instagram, while 15% of men are.
One fairly even split exists for Twitter, which sees 18% of women and 17% of men.
PHASE 1Platforms
PHASE 1Social Audit
500 followers 148 followers 71 followers
1. Use of same content in all platforms2. No regular posting3. Needs more facts about health and/or germs
CHARACTER
VIDEO
#MyInnerBFF
#MyInnerBFF
PHASE 1
PHASE 2
YOUR INNER BFF LIVES HERE.
71% OF GAS PUMPS ARE CONTAMINATED.PUMP CAUTIOUSLY.
YOUR INNER BFF GLOVES YOU.
TOUCHING A GAS PUMP IS LIKE SHAKING HANDS WITH 13,000 PEOPLE.
YOUR INNER BFF GLOVES YOU.
71% OF GAS PUMPS ARE CONTAMINATED.PUMP CAUTIOUSLY.
THANK YOU!
Lissette, Lisa, Sasha, Diana and Elena.
THANK YOU!
Attract: Educate: Engage: Loyalty:
How can we help them
solve the problem?
What would my audience love?
What would they find interesting?
Ask and
Listen
Are we having enough
conversions?
80% 20%
PHASE 1Content Pillars