HOW KIZIK SPREAD HANDS-FREEDOM
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WHAT THEY NEEDED
A way to stoke fan-driven gifting and advocacy in time for the holidays.
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WHAT WE DID
Gave brand fans a hand in sharing Hands-Freedom.
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WHAT THEY GOT
A social-first brand advocacy platform and 30+ ideas for activating it across priority channels.
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HOW WE DID IT
DAY 1: DISCOVER
Through discovery sessions with 8 different client stakeholders as well as members of the Kizik inSLIDERS fan community, we gathered insights and requirements for a winning idea. We mapped the consumer problem and aligned with the client team on the most compelling problem statement.
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HOW WE DID IT
DAY 2: EXPLORE
We explored a wide range of platform ideas that would serve as a rallying cry for brand fans and make it easy for them to declare, wear, and share their love of Kizik. In all, we created over 30 different platform ideas and dozens of tactical thought starters for consideration.
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HOW WE DID IT
DAY 3: UNLOCK
We aligned with the Kizik team on a winning platform, “Give Hands-Freedom,” and developed a game plan for how the platform would be activated for both gifting and sharing. Additionally, we identified ways for the platform to both during the holidays as well as more evergreen applications.
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HOW WE DID IT
DAY 4: ACTIVATE
We developed dozens of fleshed out tactics for our activation plan across all key channels and touchpoints. We mocked up gift guide web pages, created social brand-chises with both paid and organic social post ideas, concepted integrations with their existing Facebook fan group, as well as mocked up in-store signage and emails.
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HOW WE DID IT
DAY 5: VALIDATE
We shared the advocacy blueprint with the Kizik team and got buy-in from all 8 stakeholders we had been collaborating with. Because of the agility and partnership demonstrated in the Beer Run, the brand team was able to implement the advocacy platform into their holiday gift guide which launched 2 weeks later.
