The Citizenry connects the world thru stories of unique craftsmanship

TINO, ROBERTO GUDINO, AARON MARTIN, EDEN PAPINEAU, LINDA RAMIREZCONSTANTINE GONZALEZ-KAKOURIS , ROBERTO GUDINO, AARON MARTIN, EDEN PAPINEAU, LINDA RAMIREZ

To view more work visit: www.robertogudino.com

VISIONCONNECTING THE WORLD TO THE STORIES OF ONE OF A KIND CRAFTSMANSHIP.

OBJECTIVEBUILD AN EMOTIONAL CONNECTION BETWEEN THE CITIZENRY AND AFFLUENT SOCIALLY-CONSCIOUS CONSUMERS

WHO VALUE QUALITY, CRAFTSMANSHIP AND AUTHENTICITY.

TARGETAFFLUENT CONSUMERS 25-40 YEARS OLD WHO TRAVEL INTERNATIONALLY AND RESIDE IN

MAJOR METROPOLITAN AREAS (NYC, SF, LA).

INSIGHTPEOPLE VALUE THE MAN, NOT THE MACHINE.

RATIONALEPEOPLE HAVE STORIES, DEPTH AND HEART. THEY PRODUCE PRODUCTS WITH THEIR HANDS THAT STEM

FROM THEIR CULTURE, VALUES AND TRADITIONS.

IDEA HANDMADE STORIES.

ADD VALUE TO THE CITIZENRY PRODUCTS BY ENVELOPING THEM WITH UNPARALLELED STORIES FROM AROUND THE WORLD THAT ENGAGES THE TARGET AUDIENCE. THE IDEA IS TO TELL THE STORY BEHIND THE

PRODUCTS, THE PROCESS, AND HOW ARTISANS CRAFT THESE FUNCTIONAL ART PIECES.

TAGLINEHANDMADE STORIES FROM AROUND THE WORLD.

#CITIZENMADE

DIGITAL STRATEGY

CASUAL ENGAGEMENTA CONTEST FOR CASUAL OR NEW CONSUMERS TO THE BRAND.

CASUAL ENGAGEMENT CONTEST / STEP ONE

IN-FEED ADS

IN-FEED ADS WILL TARGET

DESIGN-DRIVEN “CITIZENS OF

THE WORLD” BASED ON AGE,

INCOME-LEVEL, EDUCATION,

AND THOSE RESIDING WITHIN A

MAJOR METROPOLITAN AREA.

CASUAL ENGAGEMENT CONTEST / STEP TWO

PINTEREST SEARCH

THESE ADS WILL HAVE A LINK TO

THE CITIZENRY’S PINTEREST

BOARD SHOWING THE “MAKING

OF” DIFFERENT PRODUCTS

THROUGH PHOTOS AND VIDEOS

WHERE THEY CAN WIN FREE

ITEMS.

CASUAL ENGAGEMENT CONTEST / STEP THREE

PINTEREST SEARCH

TO BE ELIGIBLE TO WIN A

PRODUCT FROM OUR SITE,

CONSUMERS WILL HAVE TO

RESEARCH WHICH TYPE OF

LEATHER, SHADE OF COLOR, OR

TYPE OF MATERIAL THE ARTISAN

USED IN CREATING A UNIQUE

WORK OF ART.

CASUAL ENGAGEMENT CONTEST / STEP FOUR

EXPLORING PRODUCTS

THIS ENTICES CONSUMERS TO

EXPLORE THE PINTEREST BOARD

AND BECOME MORE

ACQUAINTED WITH THE

CITIZENRY’S PRODUCTS AND

SHARE THEIR FINDS ON

FACEBOOK.

CASUAL ENGAGEMENT CONTEST / STEP FIVE

EARNED MEDIA

ONCE THEY HAVE THE ANSWER,

THEY WILL SHARE IT IN THE

COMMENTS SECTION OF THEIR

FACEBOOK POST TO ENTER AND

CREATE EARNED MEDIA

IMPRESSIONS FOR THE

CITIZENRY.

DEEP ENGAGEMENTA CONTEST FOR DEVOTED OR HIGHLY ENGAGED CONSUMERS.

DEEP ENGAGEMENT CONTEST / STEP ONE

DEEP ENGAGEMENT CONTEST / STEP THREE

EARNED MEDIA

CONSUMERS WILL UPLOAD

PHOTOS OR VIDEOS OF THEIR

TRAVEL ADVENTURES ON

FACEBOOK AND WILL POST WHY

THEY SHOULD WIN A TRIP TO

MEXICO. THE MOST SHARED

TRAVEL STORIES WILL WIN AN ALL

EXPENSE PAID TRIP TO

EXPERIENCE THE SIGHTS,

SOUNDS, AND ART OF MEXICO.

EXPERIENTIAL STRATEGY

INSTALLATIONSINSTALLATIONS FEATURING A PRODUCT FROM A CITIZENRY CHAPTER LOCATED IN TARGET CITIES (LA, SF, NY).

LOCATION OPTIONS ARE AIRPORTS, SUBWAY ENTRANCES (GRAND CENTRAL AND TIMES SQUARE) AND OUTDOOR FESTIVALS.

POP-UP GALLERIESPOP-UP GALLERIES IN MAJOR METROPOLITAN AREAS THAT SHOWCASE THE CITIZENRY PRODUCTS,

ALLOWING CONSUMERS TO INTERACT WITH THE PRODUCTS IN REAL LIFE, BUY THEM FROM THE VENUE AND GET ADDITIONAL INFORMATION FROM A GALLERY REPRESENTATIVE.

POP-UP GALLERIES / SOCIAL ENGAGEMENT

THANK YOUTo view more work visit: www.robertogudino.com