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

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

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

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.

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 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 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

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

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

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.