top of page
This site was designed with the
.com
website builder. Create your website today.Start Now

Nothin' but Nugget

Our big idea builds on the principles of social, fun and easy that are core to Nugget. Nugget represents a disruption in the way people conceive playroom furniture, and furniture in general, and we believe it should be marketed as such. Nugget challenges traditional ideas of how a couch should be and we want our audience to experience that challenge in everyday settings. We are not just selling a Nugget, we are selling the idea that THINGS CAN BE DONE DIFFERENTLY.

We based our Big Idea on Joseph Campbell's Hero’s Journey. We believe that the Heroes in our story are moms and kids, and the Nugget is the mentor that helps them unlock their potential and become better versions of themselves.

 

We plan to organize disruptive events to get the attention of our target audience and get earned media from local, and potentially national media outlets. We want to leverage the release of films that are already targeted for the whole family, such as Finding Dory, The BFG, Pete’s Dragon and Fantastic beasts and where to find them, and partner with local theaters to offer families a unique viewing experience. Watch a movie sitting on a Nugget.

Moreover, we think that the best brand ambassadors for the Nugget are kids themselves, and by partnering with some daycare centers and providing them with Nuggets, the kids will be able to play and experiment with them. The moms get to see the benefits of the product after hearing from their kids before they decide to purchase one.

Finally, the events will be heavily covered on social media under the Hashtag #HowDoYouNugget and families will be encouraged to take pictures and share them in the different platforms. The user with the most shares and likes will get a free Nugget.

 

We’ve divided our Big Idea in three phases: Call to Adventure, Trials and New Life.

 

Phase 1: Call to Adventure

 

We use disruptive events and unconventional marketing to increase awareness in our target audience. We defy our

target audience’s worldview and present them with a new way to spend time with their families. Everyday settings,

such as Movie theaters and Daycare centers, become extraordinary place because of the presence of this new, weird

and appealing product, the Nugget.

  • Identify the top rated daycare centers in the state and establish partnerships (Check with lawyers for liability issues)

  • Identify the most “family friendly” movie theaters in the state (Ex. Marbles Kids Museum in Raleigh) and establish a partnership for 3 showings during opening weekend of the following movies:

    • Finding Dory (June 2016)

    • The BFG (July 2016)

    • Pete’s Dragon (August 2016)

    • Fantastic Beasts and where to find them (November 2016)

  • Produce 6 oversize Nuggets to be placed in the main hall of the most popular movie theaters in: Charlotte, Raleigh, Wilmington, Durham, Asheville and Greenville.

  • Partner with private businesses to produce Nuggets to be used instead of the normal theater seats during the showings. Participating business will have their brands showcased in banners in the main lobby and they can buy “Special Nuggets” with customized colors (Ex. Coca-Cola Nugget all red with the curved white line)

  • Build relationships with the top 20 influential moms on Pinterest (https://www.pinterest.com/stacyofksw/20-must-follow-moms/) by interacting with their content and not directly mentioning Nugget. Let them come to your website because they are interested in what you are saying and not in what you are selling. Talk about the things that matter to them: Reading lists, Places to spend time with the family, how kids develop their spatial orientation skills. Develop content that is true to the core of the Nugget and will leave them wanting to know more. Once these Influencers know you and hear about the events you are doing, they will want to cover them.

  • Produce a social media campaign together with the movie theater to create buzz before each movie opening around the “Nugget experience” theme. (Ex. Finding Dory “the Nugget experience” coming soon to Marbles Kids Museum)

  • Use the Corporate partner's established online presence to promote the "Special Nugget: (Ex. "This summer, Coke will change the way you experience movies. Find out more about "The Nugget Experience"")

  • Purchase Ads on Facebook, Pinterest and Twitter for the months prior to the Events and target Women from North Carolina, ages 30-35 who have shown interest in Kids, home decor or family activites.

Phase 2: Trials

 

Once our Heroes have answered the call to adventure they get to the most crucial

part of the campaign: The trials. In this phase, they already know that there is

something going on in the places they usually go to with their kids, but they may not

fully understand it. In this phase they finally get to experience the Nugget. Moreover,

they get to go online and find out what other people are saying about the Nugget and they get to share

with others these fun events.

  • Send 1 Nugget to the top rated daycare centers in the state. 

  • Place oversized Nuggets in the main halls of the participating movie theaters during the “Nugget Experience” opening weekends.

  • Replace regular seats with Nuggets of different colors and the Sponsored Nuggets

  • Place “How do you Nugget?” Instagram frames for families to take pictures and whoever gets more shares/likes gets a free Nugget.

  • Produce a series of articles about the potential uses for the Nugget:

    • 10 ways to build a fort with a Nugget

    • 10 things you didn’t know you could do with the Nugget

    • 5 games to play on a rainy day

    • 10 movies to watch on the Nugget

    • 10 reasons why developing spacial creativity in your kids will help them get better jobs in the future

  • Purchase sponsored content on Pinterest to showcase the different uses and adaptations of the Nugget.

Phase 3: New Life

 

The quest has now changed our Heroes. They know now that the Nugget exists and it can

be that tool to bring their families back together--like in the old times--while still keeping it

fun and simple. In this phase, we capitalize on the momentum created by the events to turn

these Heroes into brand ambassadors. They want other people to have the same experience 

and therefore they are eager to share their experiences and invite others to try the Nugget.

 

  • “How Do You Nugget?” will be the premise around the Nugget video series, enabling Nugget customers to upload a video showing how “they Nugget”, giving prospective customers a chance to see the creative ways Nugget can be used for lounge or play. The video series will show an array of children and parents alike enjoying their Nugget furniture. Nugget will pick the top 10 videos to display on the Nugget Website, with cross promotion on social media.

  • Develop a simple, yet powerful social media campaign around the holidays with the theme “Don’t wait until the holidays to bring the family back together”. Using images of real families using the Nugget. Examples of images that could be used include families building forts, reading, watching a movie, playing an instrument, etc.

  • Produce a Video using footage of the Movie Events called "This is how we Nugget"

  • Use a “refer a friend” campaign that rewards customers that refer a friend to Nugget with a 15% discount on their next Nugget Purchase. Consumers trust recommendations from friends and family more than any other source, and this encouraged strong word of mouth.

  • Provide a review section on the Nugget Website to allow prospective customers an avenue to read honest testimonials from current customers.

  • Use Google Adwords to identify the words that moms are searching for and adapt the website accordingly:

bottom of page