Background As an outdoor apparel company that prides itself on its rugged American made roots, Wild Yonder provides not just a premium look and feel, but also longer-lasting garments and footwear that are comfortable and practical for outdoor activities.
Challenge: Wild Yonder wants to Increase their market share with urban millennial consumers, while maintaining connection with its core traditional consumers.
Research We conducted research on the outdoor apparel market competition (i.e. North Face, Patagonia, REI). We also researched our target audience’s participation in outdoor activities. One key finding is that they get fixated in their daily routine such as work, school and family, but find it difficult to make time to spend outside. They want to participate in the outdoors more, but don’t want to travel too far for this experience. We found 64% of outdoor participants traveled 10 miles or less, and 80% people wanted to explore the outdoors more often.
Insight These urbanites do not identify themselves as being “outdoorsy”.
Strategy Reconnect our audience to opportunities for spontaneous, everyday outdoor adventures in urban settings.
Creative Wild Yonder will partner with Airbnb in promoting an outdoor event to connect urbanites to enjoy the outdoors in their local neighborhoods. Airbnb will post treehouse listings in Astoria Park, McCarren Park, Central Park, and a scavenger hunt on The High Line.
Background PeachCap is a financial advisory firm that offers Financial, Tax, and Emotional Intelligence services to financial advisors, wealth management organizations, and their clients nationwide. PeachCap sets itself apart by offering family office comprehensive services such as estate planning, tax advisory services, and asset management to clients with a net worth of $1-10 million dollars. These services are usually reserved for uber wealthy (greater than $100M net worth). PeachCap further sets itself apart from the competition by offering Tax and Emotional intelligence, a product most financial advisory firms don’t offer. Through their emotional intelligence platform, which has seven profile avatars, financial advisors are empowered to create comprehensive and personalized investment strategies for their clients. PeachCap has positioned itself to be a true disruptor in the financial services industry by providing the necessary tools to advisors and firms to become truly independent.
Challenge Introduce PeachCap services to financial advisors in new metro markets, starting in Atlanta, followed by New York, by recruiting 1-2 advisors or firms. These financial advisors should have clients with a net worth between $1 and $10 million dollars.
Research Currently, 64% of advisors are moving toward independent practices. They are doing so because they believe they can offer greater value to their clients, and have direct ownership and control over their business. However, with over 18,000 independent practices, the channel has become so popular that it is difficult to differentiate who is truly independent. As more independent advisors try to gain a competitive edge by providing “holistic” services, they find themselves returning to the same institutions they were trying to break away from. As a result, this cyclical pattern of an independent advisor returning to institutions creates a “sea of sameness.”
Insight By trying to be different, “independent” financial advisors are becoming the consensus they think they’re outsmarting.
Strategy Do it DIFFERENT. Do it RIGHT.
Creative Target advisors near their offices in NYC and Atlanta through mobile geofencing. They will meet PeachCap brand ambassadors providing awareness and information on PeachCap services.
We will roll out an online campaign with website takeovers on industry websites like wealthmanagement.com, as well as social takeovers on Facebook & Instagram to spark curiosity in advisors to visit to the microsite to learn more about PeachCap. Advisors will be able to enter into a raffle for a free trip to NYC/ATL. Winners will be announced at the roadshow in Atlanta.
At the roadshow, advisors will receive more in depth understanding about the services PeachCap offers, and learn more about the Avatar system and emotional intelligence. Advisors will learn how they can connect with their clients by utilizing emotional intelligence and better understanding their clients’ needs.
Background Since its inception, Madden NFL video game has been at the forefront of American pop culture. Ranking as a top selling game in North America for 18 straight years, the console game launch has been widely celebrated as an underling moment to the start of the new NFL season. Contributing to the games popularity is a combination of competition and strategic thinking.
Challenge: Over the past few years, the game has become an iteration of the previous year’s edition. Light and non-users of Madden who love football, feel intimidated by the game and therefore are less likely to purchase it because they fear the game is too complicated.
What we learned In our research we found that a lot of users find the game complex. The responses ranged from frustration to helplessness. A key finding was Madden sets itself apart from other video games through the physical component embedded in its gameplay. This can be crucial in gamers wanting to come back time and time again to play Madden. They want to feel the instant gratification that their gaming strategy leads to a victory.
Strategy Removing the fear by instilling confidence to tackle Madden.
Creative Madden will partner with YouTube to kickoff tutorials for family and friends to simplify the game for beginners. The tutorials will be conducted by Madden gurus and veterans.