thinkThin Brief

CLIENT / PROJECT / 00.00.002

ASSIGNMENT:Build A More Strategic & Creative Ecosystem For thinkThin.

THE STRATEGY:An ingredient of a day well

lived.

DIGITAL ECOSYSTEM:

Develop platforms and programs demonstrating

the brand positioning and purpose

AGENDA1234

BRAND OVERVIEW

DIGITAL COMPETITIVE LANDSCAPE

THINKTHIN’S DIGITAL LANDSCAPE

PROBLEMS, OPPORTUNITIES & DELIVERABLES

BRAND OVERVIEW

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• No refined sugar• Good source of protein• Gluten free

$70MMKITCHEN START-UP

THE STORY

THE PORTFOLIO

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Delicious, Natural Nutrition80%SALES FROM

PROTEIN BARSTRADITIONAL PROTEIN, BRICK BAR

NUT-BASED, CRUNCHY, EARTHY

DESSERT ALTERNATIVE

PORTION CONTROL OPTION

MEET CAITLIN:Has an Active & Busy Lifestyle. Always Juggling Personal Life With Work & Family.

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• Life is full of choices and she is looking for simple solutions

• Chooses based on nutrition facts and the emotional associations of the brand

CULTURE:Tension Between Being Healthy & Being Busy

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• Dieting is dying• Constantly trying to find time for

oneself• Making the change now to reap the

benefits later in life

v

CATEGORY:Healthy Lifestyles Meet Functionality

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• 72% growth during the recession• Highly cluttered with low brand loyalty• Being driven by increases in snacking

behavior

$1.6 BILLIONPROJECTED VALUE IN 2016

thinThink will be able to communicate with more consumers than ever.

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CURRENT AUDIENCE Smaller, more niche audience that is

more educated and interested in wellness, ingredients and nutrition. Shops at stores under the halo effect of wellness.

Larger, mass audience that is more diverse with varying levels of education and interests in wellness, ingredients and nutrition.

FUTUREAUDIENCE

SO WHAT IS THINKTHIN? An Ingredient of a Day Well Lived

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vs

IS:Delicious, natural nutrition

IS:A weight management component

NOT:A meal

substitute

NOT:Diet food

WEIGHT WELLNESS PHILOSOPHY50% Physical &50% Emotional Well Being

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IS:Forever

IS:An individual choice

NOT:A dictated discipline

NOT:A diet: those

begin and end

IS:Looking and feeling my best

NOT:Only looking

my best

CLIENT / PROJECT / 00.00.0013

CAITLIN:AN ACTIVE & BUSY LIFESTYLE. ALWAYS JUGGLING PERSONAL LIFE WITH WORK & FAMILY.CULTURE:TENSION BETWEEN BEING HEALTHY AND BEING BUSY

REASON TO BELIEVE:LOW SUGAR, HIGH PROTEIN, GLUTEN FREE

AN INGREDIENT

OF A DAY WELL LIVED

DIGITAL COMPETITION

2

LUNAThe Advocate for a Strong Body & Mind

15

SOCIAL WEBSITE

CLIF The Adventurous Citizen of the World

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SOCIAL WEBSITE

KIND The Natural Humanitarian

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SOCIAL WEBSITE

CLIENT / PROJECT / 00.00.0018

THERE’S MORE COMPETITION

THAN YOU THINK

FOOD

ENTERTAINMENT

BEAUTY

LIFESTYLE

THINKTHIN’S DIGITAL LANDSCAPE 3

DIGITAL ECOSYSTEMthinkThin’s Social Media Networks Are Significantly Smaller Than Its Competitors

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In order to grow brand equity, thinkThin must use each platform strategically.

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BRAND MESSAGING: Content Tries To Communicate “Weight Wellness” Lifestyle

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Website hierarchy not defined. Primary message unclear.

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Product Messaging | Promotional Events | Motivational QuotesNutrition Tips | Fashion & Beauty Tips | Home & Wellness News

CLIENT / PROJECT / 00.00.0024

Fitness & Health | Fashion & Beauty | Motivational Quotes | RecipesCross Promotion w/ Tumblr | Promotions & Events | Product Lifestyle Photos

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Product Messaging | Promotions & Events | Health Articles | Motivational QuotesExercise Tips | Facebook Content | Re-tweeting of Consumer Base

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thinkThin Wellness TV | Products | Commercials | Weight Wellness Advice Recipes from Lizanne | TV Interviews and Promotions

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Heavy Product Focus | Blogs from Lizanne | Promotions & Events“Heavy Living Spotlight” | Cross Promotions with Pinterest

TUMBLR

• Product & lifestyle photos• Motivational quotes• Utilizes #weightwellness• Hard to find from other

channels

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INSTAGRAM

PROBLEMS//OPPORTUNITIES 4

DELIVERABLES 123

OUTLINE AND DEFINE THE DIGITAL ECOSYSTEM FOR THE BRAND

REDESIGN THE THINKTHIN HOMEPAGE

DEVISE TACTICAL RECOMMENDATIONS FOR THE BRAND WITH SOCIAL COMPONENTS

PROBLEMBrand Name & Messaging Can Be Misleading

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• Thinning out the excess ingredients from food, not thinning your waistline

• Weight Wellness ≠ Weight Loss

OPPORTUNITYLeverage Social Media To Define The Mindset

Of What The Brand Stands For & Help Clarify Its Meaning

PROBLEMNo Social Channel Has A Unique Goal Or Strategy

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• Facebook, Twitter, Tumblr, YouTube, Pinterest, and Instagram profiles are semi-disconnected from each other

• Each platform has a brand presence from thinkThin, but no platform has a distinct purpose that relates back to the brand

OPPORTUNITYOutline The Voice

For thinkThin In Social & The Role Of Each Platform

To Create A Holistic Experience

PROBLEMthinkThin Website Doesn’t Engage Users With Content Or UX

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• Hierarchy of homepage unclear• Primary takeaway for the consumer is

unclear

OPPORTUNITYRedesign thinkThin’s Site To Be A Central

Hub For Online Conversations &

Support For Social Channels

PROBLEMOwned Social Networks Have A Small Following

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OPPORTUNITYDevelop A Big, Buzz-Worthy Idea To Spark

Fan Growth Across Platforms

WHAT YOU SHOULD BE THINKING ABOUT…

123

WHO REALLY IS OUR CORE CONSUMER?

WHAT’S THE PROBLEM IN HER LIFE THAT THINKTHIN CAN SOLVE?

WHAT COMMUNITY CAN THINKTHIN BE A PART OF AND OWN?

QUESTIONS?

PROBLEM OPPORTUNITY

BRAND NAME AND MESSAGING CAN BE MISLEADING

LEVERAGE SOCIAL MEDIA TO DEFINE THE MINDSET OF WHAT THE BRAND STANDS FOR AND HELP CLARIFY ITS MEANING

NO SOCIAL CHANNEL HAS A UNIQUE GOAL OR STRATEGY

OUTLINE THE VOICE FOR THINKTHIN IN SOCIAL AND THE ROLE EACH PLATFORM HAS IN THE HOLISTIC EXPERIENCE

THINKTHIN WEBPAGE DOESN’T ENGAGE WITH CONTENT OR UX

REDESIGN THE UX OF THE WEBSITE AS A CENTRAL HUB FOR ONLINE CONVERSATIONS AND SUPPORT FOR SOCIAL CHANNELS

OWNED SOCIAL NETWORKS ARE VERY SMALL

DEVELOP A BIG, BUZZ-WORTHY IDEA TO SPARK FAN GROWTH ACROSS PLATFORMS

[1]

[2]

[3]

[4]

RECAP:Who really is our core consumer? What are the problems in her life that thinkThin can solve? What community can thinkThin connect with?

APPENDIX

How can thinkThin impact wellness online? 1. thinkThin Lacks a Strong Online Presence

PEOPLE ASSOCIATE THINKTHIN WITH WELLNESS AND PROTEIN

BUT….Larger words indicate that the word was mentioned more frequently.Word clouds based on Twitter mentions from 01/27/13 to 07/29/13 (pulled from Sysomos)

THINKTHIN IS NOT WELL KNOWN ON TWITTERTakeaway: thinkThin has a small presence on Twitter relative to its main

competitors

“Mentions” refer to the number of tweets at the brand handle or from the brand handle on Twitter from 01/27/13 to 07/29/13Pulled from Sysomos

Mentions on Twitter

0

4500

9000

13500

18000

Kind Clif Luna thinkthin

1,777

9,41010,234

16,718

THINKTHIN ALSO HAS A SMALL FACEBOOK PRESENCE

ThinkThin: < 50 K Fans

Competitors: > 100 K fans

Source: Wildfire

LUNA:STRONG BODY, STRONG MIND

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POSITIONING• Best ingredients and nutrition that matter

most to women• Engages with consumers through nutrition

tips and snack ideas• Nutrition guru, Tara’s tips- strong beats

skinny• Very involved in women’s organizations-

breast cancer runs, etc.• Competes directly with thinkThin

99K 21K 2,052 676 1,042 n/aTHE STATS

CLIF: WEBSITE IS ABOUT PLAYING WITH THE BOYS(WHO “PROBABLY LIVE IN DENVER”)

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POSITIONING• Committed to creating delicious, healthy

food made in a way that respects and protects the places where people live, work and play

• Positions themselves more toward health conscious, outdoorsy, young males

• Invested in adventure and outdoors- surfing, rock climbing, long distance running and philanthropic outdoor pursuits

130K 107K 113 1,438 n/aTHE STATS

28K

KIND:HAS A FOOTHOLD IN THE CRUNCHY, HUMANITARIAN MARKETPLACE

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POSITIONING• Focus on yoga and the yogi lifestyle• Natural and nutrition based• Kindness quotes, motivation and random

acts of kindness campaign• Heavy on product and lifestyle photos• Website has a heavy social focus, and

advocates for human kindness and goodwill

133K 15K n/a n/a n/aTHE STATS

2,688

thinkThin Must Expand Its Social Media Presence

To Compete With Clif, Luna and Kind…

How can thinkThin impact wellness online? 2. Conflicting Information on Health/Wellness

87% Of people go online for information on health and wellness

0.13

0.87

thinkThin’s target audience uses the internet to shop for and find information on healthy foods

82.2% agree that the Internet has changed the way they get information about the product57.2% do more shopping online than before

From Kantar Media MARS 2012 Online Behavior Study and from Simmons: stats (57.2 and 82.2%) out of target market: 25-40 females who aspire to be healthy

47% of people surveyed find too much conflicting information on nutrition

-- And cite this as a barrier to healthy eating

Despite looking online for information on health and wellness

From FMI Rodali 2013 Study (retrieved from CMI Online)

There is room for thinkThin to provide this information on Weight Wellness