Nutcase For Millennials

A BRIGHT KNIGHT SOLUTION
TO INSPIRE A REVOLUTION OF ECLECTIC YOUTH INDIVIDUALS

Meet Bright Knight
Insight
Solution
Tactics
Expectations
Summary
01-02
03-10
11-16
17-34
35-38
39-46
ROADMAP
MEET BRIGHT KNIGHT
Advertising Agency
@Brightknight on IG
An ad agency established
2013. Operating in Portland,
OR. Bright Knight seeks to
bring nobility and round-table
colaboration into everything
they do.
Graphic Designer
@Adelspeter on IG
Peter likes to customize his
plain shell Nutcase helmets with
acrylic paints.
Graphic Designer
@Anacarov11 on IG
Ana wears her Nutcase while
cruising through the city on her
Vespa.
01 NUTCASE FOR MILLENNIALS A BRIGHT KNIGHT SOLUTION
BRIGHT KNIGHT PETER ADELS, 19 ANA VILLA, 24
Strategist
@Mcallum on IG
Madison wears her Nutcase
when shredding the gnar on
her longboard.
Copywriter
@Austinoliver on IG
Austin wears his Nutcase when
he bikes to and from campus
every day. His bikes name is
Free Spirit.
Project Manager
@TReeves on IG
Tyson is often chased my
angry bikers when he wears his
Nutcase helmet.
MADISON MCCALLUM, 21 AUSTIN POWE, 21 TYSON REEVES, 24
REVIEW THE TASK
Client: Nutcase Helmets
Problem: Engage a new generation of 16-24 year old Americans with
social media and other tactics in order to increase brand awareness.
Nutcase challenged us to create a social media campaign that would
engage the 16-24 year old audience, with an emphasis on the Midwest.
GO-TO-MARKET STRATEGY
INSIGHT
Wal-Mart
Special
Straight
Laced
An Arm &
a Leg
Way Wacky
Before we began working through
the task it was important that we
understand Nutcases place in the
market.
After creating a positioning chart
we were pleased to see that among
several big name competitors,
Nutcase fills a particular niche that
not many brands have traditionally
filled. While this was a small
victory, we also recognize that our
competitors are seeing that gaping
hole in the market as well. More
and more helmet companies are
racing to create inspired helmets
with out-of-the-box designs. Our
solution is designed to make
Nutcase stand out in the market.
PSYCHOGRAPHICS
INSIGHT
Leaders are those who have more
solidified identities. These are the
people who have their fingers on
the pop culture pulse; who adopt
trends and new media quickly.
Leaders naturally guide the rest of
the demographic towards what is
cool through their own evolved
taste. Not necessarily hipsters
in the sense that they dont do
things just to be ironic, rather,
leaders are in tune with whats
happening around them.
The term Follower doesnt
have a negative connotation.
These are simply the people
who are constantly touching
the mainstream. They prefer
the radio to their iPod in the
car, wear brands valued by the
majority of their peer group,
and are more likely to buy
tickets to arena concerts than
underground venues. Followers
are likely to be younger and
more influenced by their friends.
One of our most important insights is in regard to the 16 - 24 year old demographic. A window of eight years isnt
huge when talking about 40 - 48 year olds, but it becomes a large age gap in a younger age range. 16-24 year
olds are in the formative years in their lives, and some of them solidify their identities and interests earlier than
others. We realized that the best way to split this demographic up would be to create two very different subgroups.
These two psychographics are Leaders and Followers.
INSIGHT
INDIVIDUALITY
LEADERS = INDIVIDUALS
Our second insight relates to the individuality that is a crucial component of the Leader psychographic.
Since these Leaders value being unique and doing things that may not necessarily be in the mainstream, we as a
brand can talk to them through those values.
THERES NO WRONG WAY TO BE A NUTCASE.
From this, weve created a catchphrase that resonates with individuals. Theres no wrong way to be a Nutcase is
a way of creating a community where fun activity and spontaneity are prioritized over the correct way to use a
helmet. As a fun and active brand, we are not in the business of telling Nutcases what to do with our helmets. We
want each person to know that we fully support whatever crazy, fun thing they do with our helmets protection.
REAL LIFE VS. DIGITAL LIFE
This relates a lot to how these individuals lead their lives both in person as well as digitally. A Leader might be
highly individualistic in person, where they go to underground concerts or boulder on a huge cliff or travel in a rural
part of the world. On the flip side, they might be a leader on the internet, where they run a popular and crazy blog
or tweet off-the-wall jokes and observations that are met with lots of retweets. These people are fun individuals both
online and offline, so we need to capture their attention and hearts in both places.
DIGITAL LIFE &
SELFIE CULTURE
THE URBAN SELFIE TRIBE
INSIGHT
INSIGHT
DIGTAL LIFE & SELFIE CULTURE
The Urban Tribe is a concept that describes how Millennials relate to each other, especially within a digital and
urban landscape. It specifically relates to how Millennials are more often thinking of and treating their friends as
if they were their family. An urban tribe connects all of these individuals together based on common factors, like
interests, instead of common location or familial ties.
This is even easier to see when individuals online lives are taken into consideration. These people are all connected
to each other by following each other on social media sites, like facebook, twitter, tumblr, or instagram. More than
that, they can even connect with each other through hashtags, creating incredibly flexible and open communities
around interest areas and events. By liking a post on social media, a person is endorsing it and saying that the
person who posted it is part of the in group.
Receiving a like on any post gives the user a good feeling, but receiving a like on a selfie is an even deeper
connection and reinforcement. That warm-fuzzy feeling is why people post selfies.
Selfies have become incredibly common on social media, especially our Leader demographic. We want to ride this
wave and take advantage of this phenomenon.
REAL OPPORTUNITY
Nutcase can raise brand awareness and create a new
niche for stylish millennial helmets while collecting a
wealth of content for later use.
INSIGHT
Being a Nutcase means being an individual. It means waking up everyday and choosing who you plan on being. It
means being zany, adventurous; a trendsetter.
Our campaign features colors, textures, patterns and fonts that demonstrate all of this. We shot video and stills of
people that we felt fit what the brand stands for, and this overall ethos comes through in our campaign.
The following are a few ads that give an idea of what Nutcase would look like if it were pitched to Millennials.
IM A NUTCASE!
SOLUTION
Starting small is essential for any new campaign, especially for a brand the size of Nutcase. Starting in a test
market gives a company a chance to see which parts of the campaign work best without dumping thousands
of dollars into it. We propose that Nutcase start small and then optimize the campaign in order to spread it
nationwide.
Our test market for our campaign will be Minneapolis, Minnesota. We chose Minneapolis for several reasons, the
most important being that it has often been rated the #1 bike-friendly town in the US, beating our very own
Portland. Minneapolis is large enough to host many bike shops that carry Nutcase, and more than 15% of the
population falls into our target audience.
Our use of Minneapolis as a test market means it would be where we focus our in-store and paid social media
elements. The great thing about social media marketing is that it can be both worldwide and geographically-specific
CAMPAIGN SCOPE
SOLUTION
Weve created a campaign that spans

All these add up to a consistant, integrated campaign.
PIECES TO A WHOLE
SOLUTION
SOCIAL
DIGITAL
IN-STORE
INSTALLATION
Contest launch video:
Users will see this on all NC platforms and be inspired to make their own. This is why we chose real people doing
feasible activities rather than pro athletes that are less relatable. This video content can be expanded for further use
with interviews from the featured individuals and a deeper look into what they do with their Nutcase helmets.
VIDEO
TACTICS
Introducing Nutcases instagram contest, Nutcase Selfie. This is a contest designed
to engage our audience, communicate the relevance of our brand, and create an
online community of people who love our helmets.
The idea is simple: individuals post a picture of themselves wearing a nutcase
helmet and doing whatever makes them a nutcase. It could be a traditional selfie
or an action shot. Once again, theres no wrong way to be a Nutcase one just
has to follow Nutcases instagram handle & wear a helmet in the photo.
We will host this contest on Instagram under the hashtag #NutcaseSelfie and
cross-promote it on Facebook with an application called Statigram.
The average user spends 257 minutes on instagram every month (which equals
about 4.28 hours). We feel comfortable guaranteeing hat our target audiences
average use is even higher. This high usage is one outstanding reason why
Instagram is the perfect platform for our photo contest.
We anticipate that both leaders and followers will want to submit photos to our
contest, with leaders setting the bar for the competition. This contest is directly
derived from our insights regarding Selfie Culture and the way that Millennials live
their digital lives. Millennials want their selfies to get a lot of likes, and its obvious
that a Nutcase helmet could help them achieve that.
#
NUTCASESELFIE
TACTICS
INCENTIVES
TACTICS
The Nutcase Selfie Instagram contest will run for two months. The first month is just to gain traction and collect
enough momentum to get the submissions rolling in. The second month is about the payoff, in which there will be
a winner every week. We expect to see almost double the amount of submissions in the second month as the first
month, since people will see their friends submissions and want to enter as well.
It seems obvious that the contest prizes need to be as wild and nutty as the people entering. Weve generated a
list of possible prize ideas for you to get a sense of what nutty things were talking about. Some of ideas include
passes to music festivals, trapeze and unicycle lessons, zorbing (rolling downhill in those gigantic plastic bubbles),
gyrosphere rides, and skydiving/bungee jumping passes.
These are pretty cool incentives, especially when one considers that all you have to do to enter the contest is post
a photo, include a hashtag, and follow the @NutcaseHelmets account. We want it to be easy to enter and mind-
blowingly exciting to win. After all, the purpose of this contest is to create buzz for Nutcase and really engage with
our audience of young daring individuals.
Winner selection for the Nutcase Selfie Instagram
contest can be done in a multitude of ways. We
are leaving it up to Nutcase to decide which selection
method best suits the brand.
Some options include:
Random computer generated selection
Panel voting
Peer voting (In which Nutcase Instagram follower would
vote for their favorites).
WINNERS
TACTICS
W
I
N
N
E
R
!
This revamp includes optimizing Nutcases cover and profile photo pictures, as well as recommendations for content.
We suggest that the person who runs Nutcases Facebook post a variety of content, keeping it fresh and interesting.
Some ideas for posts include updates on new products and designs, questions that spark commentary and discus-
sion on the Nutcase page, insights into the Nutcase culture, and updates on our Instagram contest.
We would also like to see Nutcase bio videos on Facebook. These would be fun, short video interviews and action
clips that tell stories about individual nutcases. Examples include Andrew Xu, the break-dancer in our launch video.
He would tell his story about why he dances in a Nutcase helmet. We would pull clips of him saying things like, I
express myself through dance. Wearing my Nutcase helmet is just another way I show people who I am.
Promoted posts on Facebook are another important aspect of this campaign. We recommend launching promoted
posts for mobile devices only. This is an offered feature of Facebook ads, and as were trying to target people who
can use Instagram, we want to make sure our ads are seen by mobile users.
FACEBOOK
TACTICS
For Nutcase brands twitter page we recommend following some common best practices regarding what to post, how
often to post, and what kind of links to avoid or include.
Our personalized best practices are using the Nutcase twitter to engage current followers and work to gain new
ones. We suggest that whoever is running the twitter account to talk to followers about what theyre doing with their
helmets, what makes them a nutcase, which design they like best, etc.
Nutcase would do best to avoid facebook links because twitter users dont want to be linked back to facebook. Our
fan base will most likely be on twitter, facebook and instagram and wont want to be redirected to facebook via twit-
ter. It is common, however, with this target audience to include instagram links in their tweets.
Takeaway here: Nutcases twitter focus should be on customer interaction to generate a fun dialogue, as well as
instagram links to drive traffic and attention towards the Nutcase Instagram. By posting cool picture links from the
Nutcase instagram we are setting the Nutcase twitter account to become twitters engaging helmet fashion authority.
TWITTER
TACTICS
Our campaign includes the use of digital banner ads that promote our Nutcase
Selfie contest.
We want to put these ads on sites our target audience is likely to visit. Some
examples of these include Buzzfeed, the Hype Machine, 8Tracks, and Pandora.
We also came up with the idea of partnering with Pandora or 8Tracks and
promoting a Nutcase Playlist, which could be a centerpiece of our advertising
on music streaming sites.
DIGITAL
TACTICS
When doing real-world research we found that as
cool as Nutcases boxes are, the helmets arent
being displayed in them. All the effort that went into
making the box awesome and branded is, for the
most part, going to waste. The helmets are instead
being displayed on shelves or stands right alongside
competing products. We also discovered that our
competitors are doing something we arent: branded
hangtags.
Tags are an opportunity to have more branded
material in stores; more to grab the customers
attention and more for them to look at. Essentially
we feel that the longer they interact with the product
in store, the more likely they are to remember the
brand and potentially make a purchase. Consumers
in the stores already want to go over and pick up
the helmets, but this is a way to get them to interact
passed a simple Hey, that looks cool!
We want these tags to include a sticker, much like
Vans does with its shoes. People love free goodies,
and most importantly, these hangtags point directly
back to the Instagram contest.
IN STORE
TACTICS
Another piece to our In-store approach are what we
call Nutcase mirror clings. These are vinyl clings or
stickers that are the actual size, shape, and design of
a Nutcase helmet; a 2 dimensional version of our awe-
some product.
These clings would be attached to a mirror and sent
out to our test market at first, and then later to all
retailers. We want customers to have a memorable in
store interaction with the brand. The display is atten-
tion grabbing and allows us to reach an audience that
may not otherwise pay much attention to the helmet
section of a bike shop. Customers can stand in front
of the mirror and snap a pic, then upload it for sub-
mission to the instagram contest.
To see if our mirror cling idea was feasible we did
research and called bike shops that sell Nutcase in our
test market of Minneapolis, Minnesota. We talked to
13 bike shops owners and managers, 10 of whom said
yes, they would be open to the idea and would display
that kind of promotional swag. One shop owner even
said a Nutcase mirror with a helmet cling would be
the, coolest promotional poster in the store.
INSTALLATION
TACTICS
The Mall of America, which is located 15 minutes from downtown Minneapolis, is the second-largest shopping center
in America, attracting 40 Million annual visitors. Capturing our target market while theyre already in local sports and
biking stores is good, but an estimated 463,000 individuals within our target age range will visit the Mall of America
while our campaign is going on. People go to a mall to have fun, so theyre already in the perfect frame of mind to
engage with our brand.
Although the Mall of America boasts over 522 stores, Nutcase does not have a strong presence. As the consumer
capital of the Midwest, Mall of America is the perfect place to introduce Nutcase to thousands of consumers who
have never interacted with the brand.
Sources:
http://www.mallofamerica.com/about/moa/facts
http://www.infoplease.com/us/census/data/demographic.html
The First Step
In a Mall of America takeover would be to promote the brands sale in the mall. As of right now, no stores in the
Mall of America sell Nutcase, despite a number of perfect opportunities. For example, there are active lifestyle stores
to target, like Sports Authority, Champs Sports, and Tillys.
In addition to the active stores, where helmets are already sold, we recommend that Nutcase expand their brand to
more fashion-oriented stores that our Leader psychographic is likely to shop at. At Mall of America, weve specifically
targeted two stores: Zumiez and Urban Outfitters. Both are already known for their unique and loud clothes, which
fit perfectly with Nutcases style. Zumiez sells skate gear, so helmets would be a natural fit. Urban Outfitters sells all
sorts of wacky gifts, like patterned iPhone cases, LP players, and home decor, so Nutcase helmets would be right at
home.
The Second Step
Would to integrate with the Mall of Americas massive event calendar. There are numerous concerts, active lifestyle
clubs, and contests that happen every day, so Nutcase could become the sponsor of a few of these events by
providing helmets. For example, theres a fun extreme shopping contest that happens every month that Nutcase could
give helmets to. Contestants in helmets would make the event more fun. There are also many active lifestyle clubs
that meet in the Mall of America in order to burn calories by walking around the mall. Nutcase could give helmets to
these groups, too, in order to promote active biking lifestyles outside the mall as well.
Finally, we present to you the cornerstone piece of the Mall of America takeover: The Nutcase Experience.
The Nutcase Experience is a physical component of the #NutcaseSelfie contest.
Five booths set up throughout the mall would encourage passersby to try on the helmets in front of backdrops. The backdrop
for each booth would be different, and individuals would be encouraged take a picture in front of one of the backdrops and
then upload it to Instagram. These pictures, if they were geotagged using Instagrams location feature, could then be sorted so
that they could be arranged to create a larger picture.
Each backdrop would be a different piece of a larger panorama, which would then be digitally assembled on screens next to the
booths. Consumers would see the panorama, and the connection could be made between each of the Nutcases in the photo.
Our campaign is made up of a lot of
different moving parts. This is good, in that
it creates a lot of ways for our audience to
discover our campaign.
These are some examples of how our
audience might navigate through the pieces
of the campaign. Someone might see the
mirror promotion or the hangtag on the
helmet in the store and then engage with
the brand. Another person might see our
Facebook promoted post on their mobile
device, then watch our video and engage on
Instagram, before finally actually going to a
store to try on a helmet.
DISCOVERY MODELS
TACTICS
QUANITITATIVE CONTEST GOALS
TACTICS
Primary: Increase followers on @NutcaseHelmets Instagram to 500 over the two
month contest period. This is a reasonable goal considering people will rst
follow Nutcase on Instagram, then post their sele in order to enter the contest.
Secondary: 100 Instagram contest submissions
BUDGET : PRODUCTS
EXPECTATIONS
This chart reflects the approximate costs associated with implementing the Nutcase Selfie mirror clings. The test
market for this campaign is set for 10 stores in Minneapolis, Minnesota.
Assuming the the test market yields positive results, Nutcase may want to expand the campaign nationally.
Bright Knight Total Work Hours:
Approximately 150 hours for 6.5 weeks
24 hours/week for one worker
Recommendation: Hire one part-time person to manage the test market in Minneapolis. Continue to hire more part-
time or full-time employees once the campaign expands into other regions such as the following:
Portland, OR
Boulder, CO
Seattle, WA
Eugene, OR
San Francisco, CA
These cities are rated as Americas top bike friendly cities.
BUDGET : SERVICES
EXPECTATIONS
Madison, WI
New York, NY
Tuscan, Arizona
Chicago, IL
Austin, TX
We created an illustration that shows the cycle of user
engagement we expect to see from this campaign.
Awareness of Nutcase and the Selfie contest from
our promotional efforts will lead to contest
participation and an influx of user generated
content. This leads to further awareness as friends
of participants see their posts and check out the
contest. That new interest in the contest leads to
more instagram and twitter followers, all of whom see
Nutcases online activity. That brings us back to the
beginning, awareness. Its a dynamic, full-circle approach
in which every elements helps other elements gain
traction with the customer.
This cycle is supplemented by any sponsor support we
receive from athletes and bands. For example, in our
campaign, we reached out to Forever the Sickest Kids,
a pop punk band with almost 800,000 facebook fans.
Our message would be amplified and spread to an
even greater audience if we picked influencers that our
Leader psychographic looks up to.
CYCLE OF USER ENGAGEMENT
SUMMARY
Engage a new generation of 16-24 year old Americans with social media and other tactics in order to increase brand awareness.
We focused our social media efforts on an exciting contest that combines two of the most prevalent social media
sites today, Instagram and Facebook, as well as given recommendations on how to optimize Nutcases use of twitter.
Weve defined our expectations and goals for the contest, and outlined in-store tactics to be put into effect in the
#1 bike city in the US, Minneapolis Minnesota. The big idea connecting every aspect of our solution is the ethos
theres no wrong way to be a nutcase. We truly believe in the power of this statement and feel that our solution,
when implemented, will make Nutcase THE bucket helmet choice for consumers age 16-24.
PROBLEM & SOLUTION
SUMMARY
DONT STOP IMAGINING. THE DAY THAT YOU DO IS THE DAY THAT YOU DIE
-trevor powers / youth lagoon
Bright Knight 2013

Nutcase For Millennials

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Nutcase For Millennials

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A BRIGHT KNIGHT SOLUTION

TO INSPIRE A REVOLUTION OF ECLECTIC YOUTH INDIVIDUALS

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