Kusadama was sub-contracted by Havas Worldwide to create the content strategy and social media strategy for Buck Wild–a new snack brand from Continental Mills. The challenge was to not only get noticed by millennial males–but be cool enough to build loyalty with them (and sell the snacks). Marketing to millennial males meant writing content strategy recommendations such as “more outrageous = better” for content, and that’s always fun. Check them out at www.snackbuckwild.com
We started with a deep dive into competitor research and researched brands such as Doritos and Adult Swim that are “killing it” online with millennial males. Some of our findings sparked truly unique content strategy and UX recommendations–such as the primary website navigation being just two entryways. We recommended a pre-launch social strategy, and campaigns that made discovery of the brand a game. Fun, wit, humor, and unexpected everything was our primary recommendation (spelled out in a nice powerpoint).
Content and UX Strategy
Social Media Strategy
Snack Buck Wild UX
Perhaps the biggest recommendation was a joint effort between Julie and Jamie–the navigation splitting content from “fun stuff”–aka social media and interactivity, vs. “brand stuff”–product info including where to buy. Millennials tend to not truly interact with standard websites, so integrating content from channels they DO engage with was critical.
Snack Buck Wild Social Media Strategy
Social Media is so critical when you launch a new brand–especially one for this target audience. Our strategy included recommending specific channels to engage with, the types of content and campaigns, and strategic themes for the team to apply. Wit, humor, behind the scenes, and campaigns embracing games and finding clues was all part of the magic.