Consumer Insights and
Go to Market Planning
Packaged Goods Product Launch Plan
iWi was finding itself outspent by CPG giants, though their product was innovative. To carve out a niche in the market, we dug into several market and consumption habits to find a way to complete. Planning included:
Market Evaluation
Deep Dive into Consumer Consumption
Scenario Planning Media Inputs
Budget Setting and
Finally, Media Selection
Saas Product Development
The Mve Fitness App
EXPERTISE
Managing budgets of over $25MM in an effort to plan and execute unique media plans for brands that sets them apart in a crowded marketplace.
work Examples ➞
TEAM HOT WHEELS
FOR REAL
Hot Wheels intended to change the perception of the brand, becoming a brand for boys, rather than a toy brand.
The campaign began with teasers on Facebook, Twitter, Foursquare and a series of YouTube videos to promote a "distance jump in a four-wheeled vehicle" at the Centennial Indy 500 in 2011. The videos were also syndicated out to sites (as seen on the media plan) that reached boys and young men all cumulating to a stunt at the Indy 500.
The driver's identity remained a secret until after the stunt to capitalize on buzz. Hot Wheels broke the world record, and the TV special directed fans to the Facebook Tab to reveal the driver. Fans had to "like" the page to discover the driver.
The campaign generated 12,000 new Facebook fans within 5 minutes, totalling 71,000 active users on that day. The jump video also went viral quickly. On May 31, it was the No. 1 most viewed video worldwide on YouTube, and has garnered more than 5.7 million views.
CHELSEA HANDLER PREMIER
• Aligning content for TV Network E! was a primary focus of the premiere campaign of Chelsea Handler's talk show.
• Alignments with popular culture audiences through music sites like Pandora and comedy destinations like Funny or Die were a huge successes.
• Chelsea's show went on to ratings gold and has recently ceased only by her decision to leave the network.
