BOTE
BOTE is an independent company that asked us to define the target audience for their upcoming Hangout Suite line and create a launch campaign that positioned them as a lifestyle brand. Our strategy centered around highlighting fun and leisure as key components of their value proposition. To achieve this, we conducted thorough research and audience analysis that allowed us to identify specific target groups such as festival attendees, DIY enthusiasts, Airbnb hosts, and weekend retreaters that would drive significant expansion of the Hangout Suite.
CHALLENGE
Expanding BOTE's reach and launching the Hangout Suite as a lifestyle brand was our challenge. To make this happen, we dug deep into the minds and hearts of the founders. We listened to podcasts featuring personal conversations with them, consumed articles about their ideas for BOTE, and soaked up every bit of information we could find in order to understand their values and essence. It was vital that our rebranding efforts and launch campaign stayed true to their vision as we set out to conquer the market.
AUDIENCE
Focusing on BOTE's transition from an outdoor retailer to a lifestyle brand, we identified target groups that displayed receptiveness to the rebranding initiative. Festival attendees, DIY enthusiasts, Airbnb hosts, and weekend retreaters emerged as prominent segments, demonstrating a natural inclination towards the BOTE lifestyle. Recognizing the significance of these groups, we aimed to ensure that the rebranding efforts were tailored to their preferences and desires, making them the central focus of our campaign.
STRATEGY
Recognizing the pivotal role of each audience segment, our strategy was to amplify the elements of fun and leisure that resonated with them. As we crafted our campaign, we evoked a sense of vitality and excitement that would ignite their passion for the BOTE lifestyle. Connecting directly with each group on social media and befriending them, we spoke with them on a personal level while encouraging them to truly immerse themselves in the brand, establishing a lasting connection and love for BOTE.
INSIGHT
Our key insight was that BOTE's target audiences placed a high value on leisure and fun, yet also wanted to maintain a healthy work-life balance. To cater to these needs, we pinpointed important factors like connectivity and flexibility. By suggesting a range of connectivity options to the founders of BOTE, including Wi-Fi and Bluetooth capabilities, we ensured that the Hangout Suite could be used in a variety of settings, from remote lakes to bustling city centers. We additionally insisted that our audiences could easily transport and store BOTE products when they were not using them.
