BRANDING
Target Audience:
16+
Anyone looking to unwind
People who feel stressed and/or anxious
Why does Unplug matter?
Based on the SWOT analysis
Giving personal experience by allowing people with different anxiety triggers to calm down in different ways. The idea is to make the brand proactive by constantly updating the ideas and products as per customer feedback and eventually allowing custom box building.
Brand Positioning Statement
We aim to create a brand to give a relaxing feel to our users. We want to remind our target audience to take a break from their never-ending hectic schedule and to unplug to connect with themselves!
Our tagline is a reminder to choose and connect with yourself. To take a break, unplug to unwind and relax.
Tagline
Marketing (Pre-launch Strategy)
Theme
Interactive, calming, refreshing
Asking questions to the audience to create curiosity for the answer to their troubles; answer being: Take a Moment
Strategy
Promotional interactive posts and stories on social media(Instagram, Facebook, Twitter) and website
Outdoor poster advertisements in Public Transit
Strategic partnership with Happiness Project for promotion of special limited products and also for our launch
Merchandise promotion of special edition products in partnership with Happiness Project
Promotional “Launching Soon” posts and stories on Social Media/Website (Sneak Peek)
Introduce GIFs on Social media for promoting event’s message - Take a moment
Marketing (Launch Event)
Strategy
In-person engagement with attendees for launch event
Activities for the launch event based on products
in the kitPLAY and PAUSE zones with activity stations. Such as for Play Kit - Origami, Zumba and Jenga and for Pause Kit - Meditation pods
In conversation with Jay Shetty and Renée Zellweger
Signed sample kits from Jay Shetty and Renée Zellweger
Presence and support of parent brand - Headspace
and partnership - Happiness ProjectGoodie bags for all event attendees
Marketing (Post-launch)
Strategy
Regular social media interactive posts (Posts about Self-care ideas, prompts and relaxation routines)
• Special posts about product of the month from the kit and featuring special items
• Starting a conversation for “How do you calm your anxiety?” Using the audience’s responses as feedback and implementing them to expand the kit’s products
• Virtual events with limited seats, every 4 months with engaging activities and attendees get coupons, referral codes and surveys at the end of the event to get a chance to win an Unplug Kit.
• Continue promotion from Headspace; our parent company.
• Use of #unplugwithus for engagement with the brand
Post-launch POP-UP
