Hi guys, I’m Gokul, an architect based in India and I’m posting here or anywhere for that matter I think for the first time. I’ve been exploring Business and Branding recently so I wanted to explore Nothing’s Co-creator’s program. I thought I’ll get started in this forum since I have been following the brand for a while and love what you guys have been doing with it. So here is my try at this .
Warning : Its a bit goofy and cheesy but let me know what you guys think. Also apologies as its really long.
I wanted to take advantage of social media and Youtube culture where ‘Nothing’ seems to do well on. I wanted it to stand out from other tech brands and ‘Nothing’ has got this approach in branding ( at least from my eyes) which was simplistic and accessible and sort of closes the gap between the founders, employees and the consumers which is bringing on this tribe mentality that ‘Apple’ has but ‘Nothing’ have been able to replicate it in a community centric way. Also, this might be an expensive campaign and might also be very rookie since I’m doing this for the first time.
Campaign Name : Nothing’s Got Talent
Inspiration (Sort of) : The Youtube documentary ‘To build a Brand’ produced by The Futur/Blind. I personally thought the documentary helped understand the process of branding but also bring the audience closer to the company.
Objective : From Carl Pei’s video he had mentioned he will probably make a loss from this so the objective would be to build long term brand awareness, foster and celebrate community and create engagement.
Premise : So this campaign is based around promoting primarily ‘The Co-Create Project’ and the result of it is the promotion of the product. The whole campaign will revolve around an award show hosted either on Youtube or the Nothing Website, well sort of. I’ll explain in detail.
Target Audience : Tech Enthusiast, Youtubers & Reactors, Tech Reviewers, Nothing Users.
Duration : 3-6 Months ( Including the start of the ‘The Co-Create Project’)
Key Messages : Making Tech more accessible through entertainment and participation
Awareness Building of the Project :
Snippets & Value (Value Marketing) : Insights & Processes of how the employees think while designing the products, packaging and design. etc. Blogs or Shorts that cover these and then promoted in stories and such. These can be really casual - slightly casual unlike usual high produced but if that is affordable, it can be done.
Casual Digital Exhibitions : Throughout the ‘The Co-Create Project’ , stories of fun, interesting & quirky submissions will be shown through stories or shorts or reviews. These submissions would be not so practical but they would be interesting.
Reviews/Tier Lists : As the submissions proceed, A top 5-10 for each category ( Hardware, Wallpaper & Packaging) is slowly built and kept aside. The more honorable mentions can get review videos of their own with praises and critiques using an existing format. This can be a couple of videos or episodic.
By this time, all the submissions are complete and the top 5 for each category is picked.
Now The Gameshow : The gameshow is a pre-recorded Youtube/Web show with a small audience and 5 judges. 3 Judges from the ‘Nothing’ Company which would include Carl Pei and 2 Judges would be Tech Youtubers ( Would help to bring the audience ). The top 5 Selections from each category will be selected and would be asked to team up based on how well their work went along with each other. These 5 teams will be judged and scored in different criteria. 80-90% of score weightage will go to the judges and the rest will depend on the audience ( Split Between the Live audience and Post show votes). Later on winners will be announced in a sperate video.
- Gameshow Trailer : A trailer that announces the gameshow and showing montages of the communities work, announcing the judges, participants, the Youtube guests and The Grand Prize.
Post Gameshow :
Visual Assets : Product Visualizations, Posters, Animations, Web Page. These can be rolled out through Instagram and the website slowly.
Post Launch : A Youtube video on how the community reacted to the show and reviews of the product itself.
Conversions :
I just listed out a few possible ways of converting the audience into leads if conversions was the goal of the campaign :
Whoever signs up for participation is a potential lead
If the show is hosted on the Nothing’s website, which allowed free viewing for a sign up.
The voting system for the award show can prompt sign ups .
These sign ups could be useful if they were used for product feedback, The Game Show feedback and sending promotional material. Not sure about this though.
Thank you for making it to the end. I am aware the marketing campaign starts in July but this was just a test and it made sense to put this out early on.