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Sapient Intern Project 2015

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Sapient Intern Project 2015

  1. 1. Millennials Doing Good 2015 Intern Project
  2. 2. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Agenda 1. The Ask 2. Cole & Parker 3. Research 4. Personas 5. Opportunities 6. Our Solution 7. User Journey 8. Quick Wins 9. Closing 10. Appendix
  3. 3. The Ask We were asked to create a digital strategy for a ‘do-good’ organization in order to better engage millennials….
  4. 4. The Power of Millennials 19-36 $1.6 Trillion 80 Million $430 Billion Ages: Est. Spending Power: Market Size: Est. Discretionary Nonessential Spending:
  5. 5. Millennials Are Most Responsive to Sustainability Actions
  6. 6. A sock company with a twist
  7. 7. Who is Cole + Parker?  Cole + Parker creates trendy statement socks with a socially conscious mission  Socks that help entrepreneurs around the world start their own businesses  Gives 20% of each pair of socks sold to Kiva, a global microfinance organization o Kiva gives loans to people without access to traditional banking systems through field partners  Average product cost $24
  8. 8. The Money Journey C+P Kiva Field Partner Entrepreneur Field Partner
  9. 9. Why Cole + Parker?  Today’s millennials have a large skepticism of big corporations and are more interested in brands that practice corporate social responsibility and sustainability efforts  Cole + Parker, a company born from a 2013 IndieGogo crowd funding campaign, exemplifies a cause millennials are willing to support and participate in  Millennials continue to play a large role in within Cole + Parker’s brand story
  10. 10. Engaging Millennials
  11. 11. Consumers Promote Brands that Support Social Causes 90% of Americans say they are more likely to trust a brand and feel loyal to companies that back social causes 88% of Americans want to hear about CSR efforts
  12. 12. Consumers Would: 88% 88% 84% 79% 76% 74% Stop buying from an irresponsible or deceptive company Tell friends and family about a companies CSR efforts Donate to a charity that is supported by a trusted company Volunteer for a cause supported by a trusted company Voice an opinion about a company’s CSR efforts Buy a product with a social or environmental benefit
  13. 13. Engage Consumers with Relevent Content 64 % of millennials use social media to engage with companies about social and environmental issues  27% share positive information  26% learn more about companies  16% contribute directly to companies pledges  15% directly communicate directly with companies
  14. 14. Current State Where Cole + Parker Is Now
  15. 15. How to Engage Millennials Share individual stories Show the numbers Use the audience
  16. 16. Current Digital Presence  Cole + Parker has a basic digital foundation on their website and three social media channels Platform Followers Engagement Rate Posts Instagram 4,043 3% 728 Twitter 1,870 0.13% 4,945 Facebook 3,741 0.01% 801
  17. 17. Limited Target in Content  Currently targeting only white male professionals with career quotes overlay
  18. 18. Inconsistent Messaging  Main Message: “Socks that start businesses”  Variety of other messages presented to consumers before reaching this slogan Platform Message Website “Socks that start businesses” Instagram “Each purchase loans to entrepreneurs in poverty” Twitter “Socks for leaders, legends, and entrepreneurs” Facebook “We make bold, colorful, premium quality socks for the world’s leaders, legends and entrepreneurs. Ask us how socks start businesses”
  19. 19. Painpoints  Lack of engaging digital content on online platforms  Minimal emphasis on the do good aspect of the company  Incomplete Omni-channel experience  Lack of diverse and inclusive advertising
  20. 20. Personas
  21. 21. SYNTHESIS PROCESS Synthesized Interviews Gathered Data Conducted Interviews Created Personas
  22. 22. INTERVIEWS • Interviewed 20 millennials from Strategy, UX, PM, AM and Creative Topics Covered: • Fashion sense • Fashion inspiration • Shopping behavior • Volunteer/charity involvement • Campaigns that resonated with them
  23. 23. Interview Synthesis
  24. 24. Wesley (Wes)  Age: 24  City: New York, NY  Occupation: 1st Year Financial Analysts  Income: $85K-$110K  Internet Usage: Heavy  Style: Current & changing with seasonal trends
  25. 25. Blake  Age: 25  City: Seattle, WA  Occupation: Executive Assistant  Income: 40-50k  Internet Usage: Medium-Heavy  Style: Grungy, Refined in the Office
  26. 26. Blake  Age: 25  Seattle, Washington  Executive Assistant  Income: 40-50k  Grungy, Refined in the Office  Smartphone, Laptop, Tablet  In-Store Shopper  Shops 2x a month  Internet Usage: Medium-Heavy  Mobile Apps:, Nod, Bloglovin’  Do-Good: #BlackLivesMatter, Free Tibet
  27. 27. Sloan  Age: 32  City: Chicago, IL  Occupation: Professional- Media Production  Income: $150,000+  Internet Usage: Heavy  Style: Put together and trendy; explores new shapes and materials; wears darker colors; heavy on accessories
  28. 28. Zoe  Age: 29  City: Montreal, CA  Occupation: Corporate Lawyer  Income: $75K-$150K  Internet Usage: Frequent  Style: Conservative, 3- Months behind the trends
  29. 29. OUR SOLUTION
  30. 30. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Brand Truth Brand Truth Allows consumers to become a part of the success of an entrepreneur through the purchase of fashionable socks
  31. 31. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Consumer Truth Brand Truth Consumer Truth Millennials want to be part of a greater cause that helps people
  32. 32. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Category Truth Brand Truth Consumer Truth Category Truth Organizations must be transparent and personally engaging so that participants can see their impact
  33. 33. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Three Truths Brand Truth Consumer Truth Category Truth The inherent desire of millennials to be part of a greater cause, in which they want to see their impact
  34. 34. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Organizing Idea “The Common Thread”
  36. 36. The Common Thread
  37. 37. Social: “The Common Thread” “A Sock That’s Never Lost” Campaign • Support the campaign with consistent messaging through content • Provide unique platforms for digital consumer experiences • Foster a Cole + Parker digital community through user-generated content and sharing purchases/tracker information
  38. 38. “The Common Thread” Social Platform Purpose Instagram • User-generated content with C+P hashtags • Partner with stores, influencers, brands • Spotlight entrepreneurs and visual features Twitter • Maintain a transparent, reliable brand voice 24/7 • Community Engagement • Celebrity Hosting Q&A Sessions Facebook • Paid Media & Banners • HONY Themed Content for KIVA entrepreneurs and C+P Customers • Cole + Parker Day in the Life Videos
  39. 39. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Cole + Parker Pop-Up
  40. 40. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Cole + Parker Pop-Up Locations  Digital shoppers still find physical stores more important than other retail channels  We decided to strategically place pop-up locations in high foot-traffic locations throughout major cities in North America o Raising awareness of the C&P brand story o Prompts a creative and unexpected physical interaction  U.S. digital shoppers see the ability to check in-store availability online as the most important omni-channel capability
  41. 41. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Possible Pop-Up Locations
  42. 42. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Washing Machine  Transforrming traditional washing machines into interactive sock dispensers  Consumer can choose: -Sock design -Industry the loan is given to  The front loading area will become a screen
  43. 43. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Front Screen  The front screen will act as an extra interactivity center  Three modes of useage: -Idle o A constant carousel showing industries the loan can go to, entrepreneurs and products, or just a tumble cycle -Selection o As the dials on the top of the machine are turned, the screen changes to display socks/industry of loan -Vending o Personalized screen based on sock and industry chosen is displayed
  44. 44. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Top Specs  The top will include a screen to help guide the purchase process and later prompt the customer to download the mobile app
  45. 45. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Beacon  Finally, the washing machine itself will act as a beacon to prompt the user to download the app and also alert people to its existence.  Companies developing beacons: - Facebook - Google - 3rd Party Start-ups
  46. 46. © 2014 SAPIENT CORPORATION | CONFIDENTIAL “The Common Thread”: Snapchat  Live video social media platforms are serving as a popular means for millennials to share content  C+P should be able to build off this millennial moment connection by creating it’s own Snapchat account, and geo-tag filters at Pop-up Locations • Snapchat Account o Day to Day Operations o Spotlight on C+P Entrepreneurs • Pop-Locations o Geo-filters to promote sharing • Cole & Parker Snapstory o Highlighting and broadcasting user-generated content
  47. 47. © 2014 SAPIENT CORPORATION | CONFIDENTIAL App Integration Partnership: Uber  8 million frequent Millennial users of Uber, especially those that live within urban areas  “A Sock That’s Never Lost” Uber Cars • Uber wrapped Cole + Parker cars in urban areas • Sock bundles sold within the cars • App Integration o Allows for people to purchase socks easily through Uber App o Links to Cole + Parker mobile app
  48. 48. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Cole & Parker Mobile App
  49. 49. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Cole + Parker Mobile App  The mobile app is connected to the in store experience, encouraging customers to further interact with the brand & their purchase o More personalized o Seeing yourself in the brand  87% of millennials say that their phone does not leave their side, day or night  Allows for continuous follow up post purchase o Tracker  Teams Tab – harkens back to the company’s crowd funding roots
  50. 50. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Harnessing Millenials’ Group Behavior • 78% of millennials prefer performing cause work in groups vs. independently • In addition to targeting individuals, Cole + Parker can leverage pre-existing groups to coordinate group buys • Through organized competitions/activities, Cole + Parker connects both individuals and communities to work toward one common goal - Produces shareable content for multiple social media channels
  51. 51. © 2014 SAPIENT CORPORATION | CONFIDENTIAL App Breakdown  This is the basic page view  The top row of boxes are a quick link to the different cycles of money the consumer can give to  The hamburger displays the side navigation bar  From here, the customer can view the sidebar with the five sections
  52. 52. © 2014 SAPIENT CORPORATION | CONFIDENTIAL My Account  An account page to see past purchases, CC used, earmark your purchases for a certain industry loan, and create teams to pool money.
  53. 53. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Tracker  Tracker that integrates how money is being used, who is receiving the loan, and coordinating a group buy
  54. 54. © 2014 SAPIENT CORPORATION | CONFIDENTIAL About & E-Commerce  This shimmer “About” page will showcase pictures that dissolve into information  Modulated eCom with pop-ups display detailed views of the product.  Pop-up cart for final purchase process.
  55. 55. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Community  Showcases all of the loans given and a detailed glimpse into the story of each recipient
  56. 56. © 2014 SAPIENT CORPORATION | CONFIDENTIAL User Journeys
  57. 57. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Wesley’s Consumer Journey Connect Engage Convince Reinforce Share Consumer Want/Need Needs to figure out why there is a washing machine on the street in NYC Learn about the washing machine and why it is there Get involved with Cole & Parkers mission through purchasing a pair of trendy socks Needs to see impact, post- purchase Shows off the socks purchased to provide a meaningful conversation starter Brand Objective/Communication Engage as many people as possible on the street Tell the brand story and consumer role behind Cole & Parker in a way that links back to the washing machine Capitalize on the consumers desire to purchase through providing a quick and unique check out experience Provide the need to download the app, in order for users to make an account and track impact Post-Purchase prompt customers to get friends, families, & co-workers invovled Channels Pop-Up Location Washing Machine Washing Machine Mobile App Mobile App Opportunities Provide consumers with a unique and enticing in person experience with the washing machine pop- up locations Have the front screen of the washing machine act as an interactivity center Utilize the washing machine as a vending machine Create a tracker on the app, which utilizes already tracked KIVA data, in order to make it visible for the user Provide account holders with the ability to create a team in order to get more involved with the cause
  58. 58. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Sloan’s Consumer Journey Connect Engage Convince Reinforce Share Consumer Want/Need Wants to buy a gift that will define her as a distinguished gift-giver Needs a clear and simple message that reaches her on the go micro-moments Needs to feel confident that C+P is a strong, reliable brand Needs a second interaction with the C+P brand that confirms it is different than other sock companies Needs to experience follow-up from C+P in order to confirm product is a good gift and keep the brand at the forefront of her mind Brand Objective/Communication Emphasize quality and connection to their 'do good' entrepreneurial mission Reaches the same audience through multiple influencers Partnering with a well- known tech brand such as Uber in order to reach people on the go Needs to increase brand awareness in a creative and unexpected way through high-foot traffic pop-up locations Follows up with customer, updating him/her on the status and path of the contribution Channels Instagram Website Uber Pop-Up Location Mobile App Trigger Moment/Opportunities Sloan browses Instagram and sees C+P posted/liked by an influencer she follows and trusts Sloan visits the C+P website in the Instagram bio and sees infographics/original content on their website Sloan sees the C+P/Uber partnership and now distinguishes the brand as up and coming Sloan comes across the pop-up location in Wicker Park and downloads the mobile app post purchase Sloan experiences the interactive aspects of the mobile app (tracker) and shares the entrepreneur's story via WOM
  59. 59. © 2014 SAPIENT CORPORATION | CONFIDENTIAL One Global Cole + Parker Community
  62. 62. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Quick Wins  Here are some immediate recommendations for Cole + Parker to reach millennials • Creating diverse creative content to attract a wide array of millennial demographics (Gender/Racial/Occupations) • Bring KIVA partnership to the forefront of messaging, to increase awareness of Cole + Parker’s do-good mission • Consistent messaging through all digital platforms • Better outreach to customers, following up, and engagement
  65. 65. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Existing App Integration  We asked ourselves how to draw in millennials using channels they are already engaged with; we found endless possibilities…
  66. 66. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Ride sharing… … and food delivery
  67. 67. © 2014 SAPIENT CORPORATION | CONFIDENTIAL And so many more
  68. 68. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Subway Stickers  Cole and Parker would create stickers to be placed in NYC subway stations.  Cole and Parker’s eye catching socks would easily draw people’s attention to the sticker.  The socks would include an easy to remember link that they can explore at a later time.  These stickers would be a simple, efficient way to create more buzz about Cole and Parker in a heavy foot traffic area.
  69. 69. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Subway Stickers Implemented
  70. 70. © 2014 SAPIENT CORPORATION | CONFIDENTIAL Painpoints  Use more relevant, engaging, and consistent digital content across all platforms  Illustrate the brand story by mixing editorial content with the product  Emphasize the socially conscious aspect of the business model  Expand the e-commerce experience  Develop more diverse and inclusive advertising