Goal
The main goal is to develop a focused, fun digital marketing strategy that informs and impacts the public about Nugget, yet is achievable through the use of 3 people.
Dragonfly Effect
Grab Attention
Currently, the largest issue for Nugget is awareness. It is critical for the digital marketing campaign to address this stage of the Dynamic Customer Decision Journey because they are not a recognizable company when considered among other furniture businesses. The campaign will be focused on young mothers interested in purchasing furniture for their house or apartment. As Nugget is malleable furniture, the marketing design will focus on the versatility and adaptability of the furniture for your household. 85% of mothers make purchasing decisions for the household and 48% of smartphone users research products to buy on a daily basis. With this information in mind, the campaign will target Pinterest, Twitter, and Facebook with advertisements, viral videos, and promotional campaigns to entice the target audience. Additionally, a partnership with local daycares will lead to more visibility for the Nugget brand.
Engage
After awareness of the brand is attained, it is important to engage the targeted demographic to both create more awareness for the company as well as stimulating their customer journey. This will be attained through a “How do you Nugget” contest in which mothers and their children can submit videos showing how they use their nugget sofa to promote family time and other activities.
Take Action
This campaign is focused around providing a new, engaging take on the nugget brand that builds an emotional connection with the target demographic of millenial mothers. By utlizing promotions such as "How do you nugget?" and partnerships with local movie theaters for families, the Nugget Brand will move from simply being a piece of furniture to a platform for quality family time.
