You know that thing you’re afraid of?
table of contents. who we are. meet the team. overview. the big idea. executions. what’s next?
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who we are.
our values. • Checking your ego at the door • Accountability • Asking “why?” • Embracing your inner child • Loving your failures
background. WMG2 was founded in Fort Worth by four TCU Strategic Communications undergrads: Kirstin, Jessie, Laura, and Tanner. Their paths crossed in Professor Antonio Banos’ 11 a.m. Creative Strategy course when they were given the task of creating a creative advertising big idea and campaign for the BlenderBottle ProStak model. Therefore, WMG2 was born in September of 2017. Our agency name is a collaboration of our last names, just as we collaborated our ideas, talents and thoughts throughout this campaign. Our team is comprised of graphic designers, creative thinkers, and innovative idea generators. Although this is our first project as a team, we believe that our execution will pave the way for many more great campaigns and creative ideas.
what makes us different. Our ages and experiences give us an incomparable outlook and perspective on the world we live in and the work we can produce for our clients.
meet the team.
Jessie Gammill puppy provider & copywriter Jessie is a senior from Columbus, Ohio pursuing a degree in Strategic Communication. Her hobbies include binge-watching Law & Order SVU until the “Are you still watching?” prompt pops up on Netflix and dancing to throwback 90’s hits. Jessie has never met a dog she didn’t want to pet and takes her role as WMG2 Puppy Provider very seriously. When she’s not in the office, you can catch her at R Taco happy hour enjoying a $2 margarita on the rocks (with salt, of course).
Kirstin Mullins pizza lover & art director
Born and raised in Fort Worth, Kirstin always knew she’d stay close to home to attend TCU to study Strategic Communication and Graphic Design. Ever since she was little, she wanted to be an Art Director at WMG2. Kirstin has never met BBQ she didn’t like and isn’t afraid of a little Texas heat. She currently resides with her cat, Joe, but if you ever see her out on the town in Fort Worth, feel free to buy her a TX on the rocks.
Laura Gilligan
taco tester & creative director Los Angeles born but got to Texas as fast as she can. Laura is a senior Strategic Communications major at TCU. In her free time she runs her own photography business and loves to travel. She has a deep connection with Arya Stark from Game of Thrones. You’ll find Laura on the weekends eating tacos, going to live music shows, and surfing on the lake.
Tanner Wallace foodie & creative
Tanner is a senior all the way from Jacksonville, Florida. She ventured here to play soccer for TCU and spends a lot of her time doing that. When she is not at practice dying in the Texas heat, she is probably cooling off with a cold drink at one of the many restaurants in Fort Worth.
overview. Blender Bottle was initially created for the serious athlete. However, we discovered its number one untapped market: the “everyday Jane and Joe.” The normal people that are active and live a busy lifestyle, but don’t always have the time and motivation to exercise often. We conducted primary and secondary research. We ran interviews, focus group, conducted surveys, organized ethnographic studies, researched through databases and ran a competition analysis. The answers we received were all similar. This is what drove the big idea.
THE GOALS: 1. Increase top of mind awareness of BlenderBottle ProStack model amongst both target markets 2. Address lack of secondary market loyalty toward overall BlenderBottle 3. Increase sales of the ProStack BB model We switched the primary and secondary target markets. Our aim is to target the “everyday Jane and Joe” first and the gym junkies second to position the brand as a user-friendly, anyone-can-use-it bottle.
PRIMARY TARGET MARKET: Active/Recreational/Weight Loss Enthusiasts/“Everyday person”
DEMOGRAPHICS: 1. 2. 3. 4. 5.
Gender: Active Male and Females Age: 18-35 Education Level: High School + Income: 50,000 + Location: United States
PSYCHOGRAPHICS: “I’m not a hardcoreathlete, but I live an active lifestyle” “I like to be in the outdoors. I am active, but not a gym meathead” “I live a healthy lifestyle... when I can”“I need to get in even better shape... soon”
SECONDARY TARGET MARKET: Bodybuilders/Crossfit/Workout Junkies
DEMOGRAPHICS: 1. 2. 3. 4. 5.
Gender: Male and Female athletes Age: 18-35 Education Level: High School + Income: 45,000 + Location: United States
PSYCHOGRAPHICS: “I like to be in the outdoors. I am active, but not a gym meathead” “I live a healthy lifestyle... when I can” “I need to get in even better shape... soon”
the big idea. You know that thing you’re afraid of? Well,
There are scarier things than going to the gym. After careful research, we discovered the main reason people don’t work out. Fear. Fear of failing. Fear of embarrassing themselves. Fear of not using the equipment the “right” way.
From this insight, we designed a campaign that shows consumers that the gym is not the scariest thing out there, and that Blender Bottle ProStak can be their tool to get through life’s scary moments both inside the gym and out.
executions. pg 8 Instagram: to help anxieties pg 11 The BlenderBottle ProStak can get you through life’s scary moments, both inside the gym and out.
Snapchat: to motivate
pg 12 MyFitnessPal: to give that extra push pg 14 Spotify: to pump up fearlessness pg 16 Infographic: to give more information pg 17
Display Case: to promote trial and purchase
pg 18 pg 19
Skydiving: to conquer fears Karaoke: to conquer fears
pg 20 Marathon: to conquer fears
Instagram: Sponsored Posts to help anxieties WHAT WE’RE DOING: We are creating a series of Instagram sponsored posts for the ProStak. These posts will have captions playing off of people’s fears and explaining that the ProStak will help you though the scary times so you can overcome them and have a fearless #ProStakMoment. These posts will be videos and GIFs to gain the viewers attention as they’re scrolling by. WHY WE’RE DOING IT: We’re using Instagram to reach a large group of people. Our target market is made up of “everyday” people who aren’t totally fitness driven. Instagram is a platform that is familiar and widely used. WHY WE’RE USING MOVING GRAPHICS: Instagram allows you to remain in the consumer’s mind and implement your product into their daily life. With the addition of videos, boomerangs, and GIFs on Instagram, photo advertising has become relatively obsolete. In order to interact with our audience and catch their attention, our campaign utilizes GIFs and videos of eye-catching “scary” things to remind viewers that there are scarier things than going to the gym. The ProStak can help you through those scary things so you can overcome them to have a fearless #ProStakMoment. Everyone feels the anxiety that comes with the “typing” bubble appearing and reappearing. This GIF showcases that fear to remind the audience that there are scarier things than going the gym. ProStak can give you the courage to dive in head first and get through the hardest part—starting.
Instagram: Sponsored Posts to help anxieties
This post features everyone’s worst fear coming to life. This is a definite reminder that there are much scarier things than going to the gym as the water flows directly from the condom in a GIF.
Interviews can be scary, but with Blender Bottle ProStak, you are organized, prepared, and ready to create your successful ProStak moment.
Instagram: Sponsored Posts to help anxieties
Alternative images to use when posting Instagram sponsored posts.
Snapchat: Geofilter WHAT ARE WE DOING? We created a Snapchat geofilter to be placed at gyms and to be used at events that BlenderBottle are hosting. WHY ARE WE DOING IT? Snapchat is an ideal medium to encourage userbrand interaction and to showcase the brand’s personality. Our Snapchat geofilters will be placed at gyms and major events across America to allow user-generated content and gym mirror pictures and selfies incorporated with the ProStak name and brand. Geofilters will be customizable for the event and brand. These filters are about facing your fear, seizing the day, and making today a fearless #ProstakMoment.
Where the geofilter will be live at the TCU Rec Center.
to motivate
App Partnership: MyFitnessPal
to give that extra push
WHAT ARE WE DOING? BlenderBottle ProStak is partnering with MyFitnessPal to give users timed workouts, ProStak recipes, fitness-related blog posts, and supplement recommendations. The app will then send push notifications to remind the user of good ProStak recipes and snacks, inspirational quotes, and personalized fitness goals. WHY ARE WE DOING IT? We are pairing with MyFitnessPal to target active people. My integrating the BlenderBottle ProStak into what people already use, it will immerse people into the brand without forcing the brand onto them. The push notifications will be seen by all MyFitnessPal users as they pop up on users’ phones and draw attention to the message. BlenderBottle ProStak is providing tools that make healthy living easier to give that extra push so users can have their fearless #ProStakMoment.
The opening page to the app.
An example of an advertisement within the app.
An example of the direct link to shop.
App Partnership: MyFitnessPal
BlenderBottle ProStak listed on the “popular sites” for recipes.
An example of a blog post from BlenderBottle ProStak.
to give that extra push
An example of a special offer only for MyFitnessPal users.
App Partnership: Spotify to pump up fearlessness WHAT ARE WE DOING? We made a BlenderBottle-sponsored playlist of pump-up and motivational songs to workout to. Spotify users can listen to the songs, download and/or follow the playlist as well as share it. We added popular and upbeat songs that many people would like. In addition to the playlist, we created a popup advertisement within Spotify to direct people to the playlist and to get the brand out there. The pop-up advertisement links directly to the playlist when clicked. WHY ARE WE DOING IT? We decided to make a playlist and an advertisement on Spotify to integrate the brand into consumers everyday life. Seeing BlenderBottle on users’ phone or computer screen will remind them about the brand and how it’s with the user throughout their workout. Pump-up songs increase confidence which make people feel fearless in whatever they have to overcome. Confidence leads people to have their own fearless #ProStakMoment. An example of the mobile and computer Spotify playlist.
App Partnership: Spotify to pump up fearlessness
An example of the Spotify popup advertisement that links directly to the playlist.
Infographic to give more information WHAT ARE WE DOING? These infographics will be posted on all social media accounts, placed in ProStak bottles at experiences, and on the display cases stands. The infographic explains the different benefits of the bottle. No need to fear, the BlenderBottle ProStak has the highest quality designs so you can make your day a fearless #ProStakMoment. WHY ARE WE DOING IT? We’re doing this to ensure that users know how the product works. If users know how the product works, they’ll be more likely to use it and want to use it. These infographics will position the product to be approachable. The more consumers know about the benefits and uses of the bottle, the more they’ll incorporate it in their everyday life.
Point of Purchase: Display Case to drive purchase WHAT ARE WE DOING? We will put display cases selling BlenderBottle ProStak bottles and accessories in university gyms, university dining halls, recreational gyms, smoothie shops, and vitamin/health stores. Inside the bottles will have the infographic as well as a free group exercise pass. WHY ARE WE DOING IT? These display stands increase campaign and brand awareness and encourage Blender Bottle ProStak sales. We chose to place them in specific types of businesses that correspond with the uses of the ProStak. Including the infographic oh how to use the ProStak as well as the free group exercise pass will give motivation and encouragement to gym members who are scared to go to the gym alone. Putting these resources in the bottles within the display will encourage people to continue to go to the gym and conquer their fears.
Experience: Skydiving to conquer fears WHAT ARE WE DOING? We created an interactive, stationary skydiving experience to help people conquer their fears of heights or skydiving. We specifically wanted to do this at the X Games because thrill and extreme sports and activities fall in line with what we’re trying to communicate with this campaign. The BlenderBottle branding will be on the participant’s helmets and skydiving suits along with our hashtag, #ProStakMoment. Once the participant finishes skydiving, they are given a ProStak filled with snacks and containing an informational slip of paper with the hashtag and an infographic on how to use the bottle. WHY ARE WE DOING IT? We chose to do this experience to associate BlenderBottle with overcoming fears and making “scary” things like going to the gym or skydiving less scary. It gives people a fun experience that gets people talking about the BlenderBottle ProStak.
Experience: Karaoke at ACL to conquer fears WHAT ARE WE DOING? We are sponsoring a karaoke tent at Austin City Limits Music Festival for users to have fun and to do something more risky or fearful. The karaoke stage will be small and similar to the one shown. The tent will have the BlenderBottle branding on it with the hashtag #ProStakMoment. After people sing karaoke, they will receive a BlenderBottle ProStak, the same as the stationary skydiving. Then participants will be able to carry around the ProStak and fill the bottles up with water at the filling stations. WHY ARE WE DOING IT? We are doing this to remind people that there are scarier things than going to the gym and that blender bottle will be with them every step of the way through a scary or fearful event. The ProStak is helping people conquer their fears with a fun experience. Participants will also be carrying around their ProStak throughout the day and using it for water. It will get people to immediately use the product as well as raising brand awareness of the bottles at ACL.
Experience: LA Marathon to conquer fears WHAT ARE WE DOING? We are sponsoring a “hydration station” that has water, supplements, and BlenderBottle coupons that include the infographic as well as the hashtag. We will have a banner at the starting line as well as a tent and banner at the finish line. We would also be gifting free Blender Bottles to the last 75 runners to finish. The metals will have the BlenderBottle brand name as well as the hashtag. We will also implement our Snapchat Filter here. WHY ARE WE DOING IT? To support those who push through their fears no matter how hard it is. This tent will be placed at the finish line of the marathon to show that BlenderBottle is there throughout the whole process. We are putting the BlenderBottle brand and the hashtag on the metals because people take pictures after the marathon. If they see the hashtag on the metal, they will probably use it which increases the brand awareness. We’re making a fearless #ProStakMoment experience for marathon runner, walkers, joggers and bikers.
Experience: LA Marathon to conquer fears
what’s next? FUTURE CAMPAIGNS: The goal of future campaigns is to play off of people’s anxieties in a different way than before. There are scarier things than going to the gym, but was about more embarrassing things thank not knowing how to use the machines? More uncomfortable things than starting and being a little sore. More frustrating and stressful things than not getting the results that you want right away. Through these different campaign messages we aim to say the same thing: The BlenderBottle ProStak is there to ease the fear.
More embarrassing things More uncomfortable things More frustrating things More stressful things