A US-BASED COFFEE BRAND
This coffee brand (CB) constantly targeted the Hispanic population of the United States, becoming popular among them. However, other customer groups indicated low awareness of the brand. The company is ready to bring its big, bold, unpretentious flavor to the masses and wants to generate brand awareness and potentially trial among other groups of Millennials.
OBJECTIVE
To increase brand awareness among previously not targeted Millennials
RESEARCH
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Secondary research on Millennials, their habits, behavior, and expectations in life
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Secondary research on coffee consumption
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Secondary research on competitors, their strategies and advertisements
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Interviews with Millennials on coffee, traveling habits and work attitude
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Survey of brand loyal customers
INSIGHT
Getting bored due to unmet expectations and satisfaction in the workplace, Millennials enjoy new experiences, while requiring reassurance that their life is as fulfilling as life of their peers (on social media).
STRATEGY
To reach Millennials at their workplaces, where they spend the majority of their time
and show that they can have a real, fun experience
PERSONAS
Joe is a 30-year-old a project manager at a software company. He lives with his girlfriend in a big city. Every morning he reads a newspaper, checks his email and Facebook while drinking a cup of coffee, and then heads to the gym before the work. He drinks coffee at work too because it helps him to stay focus and energized. A good salary allows him to travel several times a year, exploring new cities and visiting college friends.
Joanna is a 24-year-old sales representative at a software company. She is always sleepy in the morning because she stays late surfing the Internet a night before, and a coffee keeps her energized through all the day. Joanna can’t live without social media, therefore she checks for Facebook and Instagram right when she wakes up, on the ride to the work and numerous times during the day. She claims that her hobbies are photography and traveling and consider herself to be a creative person, theref
TACTIC
Partnering with AirBnB, CB will offer AirBnB tenants free coffee in exchange for taking and posting selfies with the coffee can, and tagging several colleagues who are still at work. To win the contest, the tagged colleagues should reply with pictures showing how they are having fun at work.
Step 0: Apartment owners will be offered free coupons for CB coffee for their tenants.
Step 1: Jo goes to NY and stays at AirBnB apartment. In the morning, he sees a bright yellow can with coffee in the kitchen. The note near the can states that he may only enjoy the coffee, but also he may win some prizes if he takes a creative photo of the can, post it on social media and tag 3-4 his colleagues.
Step 2: Jo’s colleagues also may win something if they respond to Jo’s post with a photo showing how they are having fun at work. Joanna will post the photo tagging all participants on her social media.
Darya Procopovich, Paula Freitas,
TAGS
Razorfish, Strategy, Interviews, Survey,
Secondary Research, Presentation, Personas
TEAM
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