Using group online behaviour to create brand ambassadors spreading the  golddigga  message
HOW? <ul><li>The combination of : </li></ul><ul><li>Audience  behaviour   research </li></ul><ul><li>Online   insight </li...
<ul><li>golddigga  is a teenage fashion brand owned and </li></ul><ul><li>distributed by   analogue   people </li></ul><ul...
DISCOVERY <ul><li>RESEARCH  : </li></ul><ul><li>Fashion conscious, media savvy teenagers use the </li></ul><ul><li>interne...
IDENTIFICATION <ul><li>We took the brand completely online via a multi </li></ul><ul><li>layered relationship with social ...
<ul><li>We   joined  our target audiences conversations </li></ul><ul><li>online  we didn’t start one </li></ul><ul><li>St...
<ul><li>We provided our branded graphics online for the target audience to use to identify themselves  </li></ul><ul><li>:...
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 ou...
What do we do?  Brand strategy and campaign development. A bespoke creative agency mixing market analysis with lateral thi...
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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.

Published in: Lifestyle, Spiritual, Technology
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golddigga A Case History

  1. 1. Using group online behaviour to create brand ambassadors spreading the golddigga message
  2. 2. HOW? <ul><li>The combination of : </li></ul><ul><li>Audience behaviour research </li></ul><ul><li>Online insight </li></ul><ul><li>A clever idea </li></ul><ul><li>reversed the fortune of a small unknown fashion brand and got the stockists ringing </li></ul>
  3. 3. <ul><li>golddigga is a teenage fashion brand owned and </li></ul><ul><li>distributed by analogue people </li></ul><ul><li>However the target audience were extremely digital </li></ul><ul><li>A cost effective innovative solution was needed </li></ul><ul><li>to increase brand usage and to improve the value </li></ul><ul><li>of the brand </li></ul>BACKGROUND
  4. 4. DISCOVERY <ul><li>RESEARCH : </li></ul><ul><li>Fashion conscious, media savvy teenagers use the </li></ul><ul><li>internet to communicate within social networks. </li></ul><ul><li>Keen users of shared digital photography </li></ul><ul><li>INSIGHT : </li></ul><ul><li>Utilise this group behaviour and exploit the audiences </li></ul><ul><li>ability to spread the message to their friends. </li></ul>
  5. 5. IDENTIFICATION <ul><li>We took the brand completely online via a multi </li></ul><ul><li>layered relationship with social network BEBO </li></ul><ul><li>We used an experiential idea to link the target </li></ul><ul><li>audiences digital and real worlds </li></ul><ul><li>We capitalised on their interest in underage music </li></ul><ul><li>festivals by making sure we were there too </li></ul>
  6. 6. <ul><li>We joined our target audiences conversations </li></ul><ul><li>online we didn’t start one </li></ul><ul><li>Straight ads wouldn’t work creating content was </li></ul><ul><li>the key... and we needed to constantly refresh </li></ul><ul><li>the message </li></ul><ul><li>A one off pink AUDI A7 taken to high streets and </li></ul><ul><li>teen music festivals was the tool we used to </li></ul><ul><li>enter their world of music and shared digital </li></ul><ul><li>photography </li></ul>THE IDEA
  7. 7. <ul><li>We provided our branded graphics online for the target audience to use to identify themselves </li></ul><ul><li>: A series of golddigga skins and graphics for download </li></ul><ul><li>A golddigga profile that used event photos of the A7 to interact with the lives of our audience </li></ul><ul><li>Product placement and branding within Sofia’s diary (online soap) on BEBO </li></ul><ul><li>Blog, competitions, giveaways </li></ul>CONSTRUCTION
  8. 8. CONSTRUCTION
  9. 9. CONSTRUCTION
  10. 10. 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
  11. 11. 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.

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