HOW THOUGHTFUL BECAME THE MAIN CHARACTER FOR GEN Z
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WHAT THEY NEEDED
A strategic and creative partner to match the pace of their innovation.
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WHAT WE DID
6 Beer Runs for 6 pivotal moments on their march to launch.
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WHAT THEY GOT
A Gen-Z brand as game-changing as the AI behind it.
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HOW WE DID IT
BEER RUN 1:
We used our Brand In A Can framework to reposition Thoughtful from a daily wellness app for millennials to a secret weapon for Gen Z navigating life’s trickier moments.
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HOW WE DID IT
BEER RUN 2:
We created T, the first-ever always-on thoughtfulness influencer. This persona served as the foundation for Thoughtful’s AI chat experience and set the tone for the brand’s future.
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HOW WE DID IT
BEER RUN 3:
We developed a playbook of prompts and push content that made sure T was never left on read. By relating to users’ anxieties, sharing memes, and speaking like a trusted friend, we were able to keep users regularly engaging with T.
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HOW WE DID IT
BEER RUN 4:
We crafted a new brand narrative to articulate T’s unique value proposition and launch communications to introduce T to beta users and investors.
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HOW WE DID IT
BEER RUN 5:
We created a bold new brand visual identity tailored for Gen Z, featuring a dynamic logo, youthful color palette, and an engaging website that brought T’s personality to life.
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HOW WE DID IT
BEER RUN 6:
We created a brand mascot to embody the T persona, the most emotionally intelligent being ever created. T is an iconic and viral character that's equal parts friend, life coach, and hype person.
