sapient intern project 2015
TRANSCRIPT
© 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
The Ask
We were asked to create a digital strategy for a ‘do-good’ organization in order to better
engage millennials….
The Power of Millennials
19-36 $1.6 Trillion
80 Million $430 Billion
Ages: Est. Spending Power:
Market Size:Est. Discretionary Nonessential Spending:
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
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
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
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
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
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
Limited Target in Content
Currently targeting only white male professionals with career quotes overlay
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”
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
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
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
Blake
Age: 25
City: Seattle, WA
Occupation: Executive Assistant
Income: 40-50k
Internet Usage: Medium-Heavy
Style: Grungy, Refined in the Office
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: Agar.io, Nod, Bloglovin’
Do-Good: #BlackLivesMatter, Free Tibet
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
Zoe
Age: 29
City: Montreal, CA
Occupation: Corporate Lawyer
Income: $75K-$150K
Internet Usage: Frequent
Style: Conservative, 3- Months behind
the trends
© 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
© 2014 SAPIENT CORPORATION |
CONFIDENTIAL
Consumer Truth
Brand
Truth
Consumer
Truth
Millennials want to be part of
a greater cause that helps
people
© 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
© 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
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
“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
© 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
© 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
© 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
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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
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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:
- 3rd Party Start-ups
© 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
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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
© 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
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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
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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
© 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.
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Tracker
Tracker that integrates how money is
being used, who is receiving the loan,
and coordinating a group buy
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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.
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Community
Showcases all of the loans given and a
detailed glimpse into the story of each
recipient
© 2014 SAPIENT CORPORATION |
CONFIDENTIAL
Wesley’s Consumer Journey
Connect Engage Convince Reinforce Share
ConsumerWant/Need
Needstofigureoutwhy
thereisawashing
machineonthestreetin
NYC
Learnaboutthewashing
machineandwhyitis
there
GetinvolvedwithCole&
Parkersmissionthrough
purchasingapairof
trendysocks
Needstoseeimpact,post-
purchase
Showsoffthesocks
purchasedtoprovidea
meaningfulconversation
starter
Brand
Objective/Communication
Engageasmanypeopleas
possibleonthestreet
TellthebrandstoryandconsumerrolebehindCole
&Parkerinawaythat
linksbacktothewashing
machine
Capitalizeonthe
consumersdesireto
purchasethrough
providingaquickand
uniquecheckout
experience
Providetheneedto
downloadtheapp,in
orderforuserstomakean
accountandtrackimpact
Post-Purchaseprompt
customerstogetfriends,
families,&co-workers
invovled
Channels Pop-UpLocation WashingMachine WashingMachine MobileApp MobileApp
Opportunities
Provideconsumerswitha
uniqueandenticinginpersonexperiencewith
thewashingmachinepop-uplocations
Havethefrontscreenofthewashingmachineact
asaninteractivitycenter
Utilizethewashingmachineasavending
machine
Createatrackeronthe
app,whichutilizesalreadytrackedKIVAdata,inorder
tomakeitvisiblefortheuser
Provideaccountholders
withtheabilitytocreateateaminordertogetmore
involvedwiththecause
© 2014 SAPIENT CORPORATION |
CONFIDENTIAL
Sloan’s Consumer Journey
Connect Engage Convince Reinforce Share
ConsumerWant/Need
Wantstobuyagiftthat
willdefineherasa
distinguishedgift-giver
Needsaclearandsimple
messagethatreachesher
onthegomicro-moments
Needstofeelconfident
thatC+Pisastrong,
reliablebrand
Needsasecond
interactionwiththeC+P
brandthatconfirmsitis
differentthanothersock
companies
Needstoexperience
follow-upfromC+Pinordertoconfirmproductis
agoodgiftandkeepthe
brandattheforefrontof
hermind
Brand
Objective/Communication
Emphasizequalityand
connectiontotheir'do
good'entrepreneurial
mission
Reachesthesame
audiencethroughmultiple
influencers
Partneringwithawell-
knowntechbrandsuchas
Uberinordertoreach
peopleonthego
Needstoincreasebrand
awarenessinacreative
andunexpectedway
throughhigh-foottrafficpop-uplocations
Followsupwithcustomer,
updatinghim/heronthe
statusandpathofthecontribution
Channels Instagram Website Uber Pop-UpLocation MobileApp
Trigger
Moment/Opportunities
SloanbrowsesInstagram
andseesC+Pposted/liked
byaninfluencershe
followsandtrusts
SloanvisitstheC+P
websiteintheInstagram
bioandsees
infographics/original
contentontheirwebsite
SloanseestheC+P/Uber
partnershipandnow
distinguishesthebrandas
upandcoming
Sloancomesacrossthe
pop-uplocationinWicker
Parkanddownloadsthe
mobileapppostpurchase
Sloanexperiencesthe
interactiveaspectsofthe
mobileapp(tracker)and
sharestheentrepreneur's
storyviaWOM
© 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
© 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…
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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.
© 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