HOW VIRGIN GALACTIC GOT READY TO LAUNCH
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WHAT THEY NEEDED
A "WOW" moment that welcomed brand fans into the new space age.
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WHAT WE DID
Built a strategic and creative launch pad for their fan community.
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WHAT THEY GOT
A community architecture framework with value proposition, RTBs, community platform concepts, content pillars and dozens of thought starters for content.
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HOW WE DID IT
DAY 1: DISCOVERY
Through interviews with brand stakeholders, we gathered insights about their existing community of brand fans and their goals for engagement and advocacy. Using these insights, we developed a value proposition for the brand community: “Only Virgin Galactic can make anybody feel like an astronaut.”
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HOW WE DID IT
DAY 2: EXPLORE
We explored several ideas for community platforms that delivered on the value proposition. We ideated around the themes of exploration, legacy, and connection. Each platform included a distinctive name, description, and moodboard.
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HOW WE DID IT
DAY 3: UNLOCK
We aligned on a winning platform with the Virgin Galactic team and developed a framework of content pillars that would bring it to life across priority channels.
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HOW WE DID IT
DAY 4: ACTIVATE
We mapped Virgin Galactic’s existing content to the content pillar framework and created dozens of thought starters for additional content they could create in the future.
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HOW WE DID IT
DAY 5: VALIDATE
We aligned on a brief with the Virgin Galactic team for an introductory series of emails that would welcome members into the community. We developed a brief for each email in the series as well as conceptual thought starters for each one, including design mockups.
