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golddigga A Case History
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golddigga A Case History

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How t7F London used group online behaviour to create brand ambassadors to spread the golddigga message.

How t7F London used group online behaviour to create brand ambassadors to spread the golddigga message.

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    golddigga A Case History golddigga A Case History Presentation Transcript

    • Using group online behaviour to create brand ambassadors spreading the golddigga message
    • HOW?
      • The combination of :
      • Audience behaviour research
      • Online insight
      • A clever idea
      • reversed the fortune of a small unknown fashion brand and got the stockists ringing
      • golddigga is a teenage fashion brand owned and
      • distributed by analogue people
      • However the target audience were extremely digital
      • A cost effective innovative solution was needed
      • to increase brand usage and to improve the value
      • of the brand
      BACKGROUND
    • DISCOVERY
      • RESEARCH :
      • Fashion conscious, media savvy teenagers use the
      • internet to communicate within social networks.
      • Keen users of shared digital photography
      • INSIGHT :
      • Utilise this group behaviour and exploit the audiences
      • ability to spread the message to their friends.
    • IDENTIFICATION
      • We took the brand completely online via a multi
      • layered relationship with social network BEBO
      • We used an experiential idea to link the target
      • audiences digital and real worlds
      • We capitalised on their interest in underage music
      • festivals by making sure we were there too
      • We joined our target audiences conversations
      • online we didn’t start one
      • Straight ads wouldn’t work creating content was
      • the key... and we needed to constantly refresh
      • the message
      • A one off pink AUDI A7 taken to high streets and
      • teen music festivals was the tool we used to
      • enter their world of music and shared digital
      • photography
      THE IDEA
      • We provided our branded graphics online for the target audience to use to identify themselves
      • : A series of golddigga skins and graphics for download
      • A golddigga profile that used event photos of the A7 to interact with the lives of our audience
      • Product placement and branding within Sofia’s diary (online soap) on BEBO
      • Blog, competitions, giveaways
      CONSTRUCTION
    • CONSTRUCTION
    • CONSTRUCTION
    • EXECUTION 80,000 interactions on our brand page, equating to a coverage of 1.8m consumers, 20,000 of whom chose to use our branded graphics to personally identify themselves online Over 5,000 chose to become a friend of golddigga Facilitated the sale of the brand from VC ownership to Sportsworld Marketing
    • What do we do? Brand strategy and campaign development. A bespoke creative agency mixing market analysis with lateral thinking. Specialist in premium & challenger brands, especially in alcohol & travel.