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Brand Challenge Hierarchy

Brand Challenge

 

Nugget wants to become a brand about real-life socializing, real-world activity and off-computer fun.The challenge lies in how to engage a target audience that is increasingly spending time online without compromising the core values of offline, real-life interaction.

Brand Challenge

 

The Nugget set out to become the easiest, most versatile and “funnest” couch in the market. Nugget is looking to become not only a leader on sustainable playroom furniture innovation but also a beacon for the whole family to get together again and enjoy each other’s company. Just like Pixar, Nugget aims to offer a product kids can have fun with, and adults can enjoy as well. While the Nugget is “easy” and “fun” is not in any way “simple” or “shallow”. Part of the challenge lies in how to convey the deeper purpose of the Nugget in a fun and relatable way for our target audience. The question is how can Nugget become a “new social platform”.

Nugget wants to become a brand about real-life socializing, real-world activity and off-computer fun.The challenge rests in how to engage a target audience that is increasingly spending time online without compromising the core values of offline, real-life interaction.

Key Objective

 

To leverage the recent launch of the Nugget 2.0 and obtain 100,000 unique visits on the Nugget website. Moreover we aim to increase brand awareness within its target audience, moms who earn 70,000 a year or more, while remaining truthful to its core idea of Innocence, playfulness and real-world interactions. All in all, our main goal is to drive our audience from the online social platforms to the new offline social platform: The Nugget.

 

Top 3 Barriers

 

  1. Target audience is most present where the Nugget doesn’t want to be. (Mainstream social media)

  2. No testimonials from Moms

  3. Low brand awareness

Top 3 Impacting Trends

 

  1. Youth furniture is on the rise and expected to grow by 18.6%

  2. Moms are constantly juggling and multitasking, trying to make it through the day as best they can. Focus on the QUICK WINS.Focus on small but significant improvements to their busy lives.

  3. Study shows that despite the fact that they’re digitally-savvy, a common mom complaint we’ve heard is that their children spend too much time staring at screens.

Top 3 Drivers

 

  1. Has a good public reception. People that know the product become interested in it.

  2. Fun, Easy and Safe are concepts attractive to moms and kids.

  3. 100% American made.

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