Golddigga A Case History

Using group online behaviour to create brand ambassadors spreading the

golddigga message

The combination of :

• Audience behaviour research

• Online insight

• A clever idea

reversed the fortune of a small unknown fashion brand and got the stockists ringing

HOW?

golddigga is a teenage fashion brand owned and

distributed by analogue people

However the target audience were extremely digital

A cost effective innovative solution was needed

to increase brand usage and to improve the value

of the brand

BACKGROUND

DISCOVERYRESEARCH :

Fashion conscious, media savvy teenagers use theinternet to communicate within social networks.Keen users of shared digital photography

INSIGHT :

Utilise this group behaviour and exploit the audiencesability to spread the message to their friends.

IDENTIFICATIONWe took the brand completely online via a multi

layered relationship with social network BEBO

We used an experiential idea to link the target

audiences digital and real worlds

We capitalised on their interest in underage music

festivals by making sure we were there too

We joined our target audiences conversationsonline we didn’t start one

Straight ads wouldn’t work creating content wasthe key... and we needed to constantly refreshthe message

A one off pink AUDI A7 taken to high streets andteen music festivals was the tool we used toenter their world of music and shared digitalphotography

THE IDEA

• We provided our branded graphics online for the target audience to use to identify themselves

: A series of golddigga skins and graphics for download

• A golddigga profile that used event photos of the A7 to interact with the lives of our audience

• Product placement and branding within Sofia’s diary (online soap) on BEBO

• Blog, competitions, giveaways

CONSTRUCTION

CONSTRUCTION

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CONSTRUCTION

EXECUTION80,000 interactions on our brand page, equating to a coverage of 1.8m consumers, 20,000 of whom chose to use our branded graphics to personally identify themselves online

Over 5,000 chose to become a friend of golddigga

Facilitated the sale of the brand from VC ownership to Sportsworld Marketing

80,000 interactions on our brand page, equating to a coverage of 1.8m consumers, 20,000 of whom chose to use our branded graphics to personally identify themselves online

Over 5,000 chose to become a friend of golddigga

Facilitated the sale of the brand from VC ownership to Sportsworld Marketing

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What do we do?

Brand strategy and campaign

development. A bespoke creative

agency mixing market analysis

with lateral thinking.

Specialist in premium &

challenger brands, especially in

alcohol & travel.