Broadening the Church of Innocent

Innocent is like a religion

1: Charismatic leader

2: Sacred text

3: Semiotics

4: Ritual

5: Myth

6: Community

‘ Give and get’ will not benefit the brand

Extending brand engagement is smarter

Hierarchy of participation Pull

“ For each unique code ..we’ll make sure that at least one sapling grows into a healthy adult tree over the next 10 years.”

they’re simply friends who we haven’t met yet

Lower the barrier Focus on joiners Provide utility Extend your world Extending your community beyond zealots

Lower the barrier

Focus on joiners

Provide utility

Extend your world

Your world needs more relevance and depth

Platform ideas

INSIGHT: Innocent feedback is systemically biased by the most vocal brand zealots. PROPOSITION: Create a large private network of heavy consumers to balance the feedback and seek their concerns and passions. IDEA: Innocent Members Club. Platform: Research Club

INSIGHT: Innocent feedback is systemically biased by the most vocal brand zealots.

PROPOSITION: Create a large private network of heavy consumers to balance the feedback and seek their concerns and passions.

IDEA: Innocent Members Club.

INSIGHT: There is a lack of trusted, responsive and objective nutrition advice online. PROPOSITION: Create a modern online nutrition resource with an in-built reputation system. IDEA: Innocent Nutrition database. Platform: Nutrition.db

INSIGHT: There is a lack of trusted, responsive and objective nutrition advice online.

PROPOSITION: Create a modern online nutrition resource with an in-built reputation system.

IDEA: Innocent Nutrition database.

INSIGHT: Parents of young children seek safe, fun and educational online experiences for their children. PROPOSITION: Provide a highly interactive gaming environment for young children that is fun and educational. IDEA: Innocent ‘club penguin’ with power and rewards linked to on-pack codes. Platform: Club Fruit

INSIGHT: Parents of young children seek safe, fun and educational online experiences for their children.

PROPOSITION: Provide a highly interactive gaming environment for young children that is fun and educational.

IDEA: Innocent ‘club penguin’ with power and rewards linked to on-pack codes.

INSIGHT: Children think food comes from the supermarket. They are disconnected from the seasons and how food grows. PROPOSITION: Show teachers, kids and parents the fun of growing and caring for food. IDEA: Innocent kitchen gardens. Platform: Grow

INSIGHT: Children think food comes from the supermarket. They are disconnected from the seasons and how food grows.

PROPOSITION: Show teachers, kids and parents the fun of growing and caring for food.

IDEA: Innocent kitchen gardens.

INSIGHT: Geo-tagging treasure games make simple visceral pleasures like ‘Walk in the woods’ more enjoyable and shareable for families. PROPOSITION: Help people connect with the outdoors by providing a way to discover and share the experience with technology. IDEA: Innocent Geo cache. Platform: Outdoor treasure

INSIGHT: Geo-tagging treasure games make simple visceral pleasures like ‘Walk in the woods’ more enjoyable and shareable for families.

PROPOSITION: Help people connect with the outdoors by providing a way to discover and share the experience with technology.

IDEA: Innocent Geo cache.

Research Club Nutrition.db Club Fruit Grow Outdoor treasure Platform Summary

Research Club

Nutrition.db

Club Fruit

Grow

Outdoor treasure

Thanks

What do parents do online?

Modern brand experience