No name’s Content Strategy
The Challenge
Helping No name build out its content authority beyond the products by building a series of collections that use their products.
Developing a content campaign for No name’s marketing channels to increase website traffic and product sales.
Project Details
It was an individual college project that was completed over a period of 3 weeks.
The purpose of the project was to solve a problem through critical thinking, collaboration and effective communication.
Output
Content Planning Template
Content Calendar
Product Mockups
Twitter Campaign Posts
Landing Page Mockup
Introduction
No Name is a line of generic brand grocery and household products sold by Loblaw Companies Limited, Canada’s largest food retailer.
When a brand relies primarily on smart copy in communications, we needed to couple that with audience insights for great content ideas. Combining the two allowed us to come up with creative ways of marketing to audiences, keeping in mind shopping trends and relevance of the collections.
“How might we build a loyal audience for a website of products that have no brand name and their primary selling feature is often the price point and simplicity of the items?”
Project Overview
Week 1
Research
November 9 – 13
Clustering Keywords & Categories
(Tool: Miro Mindapping)
Pitching Collection Ideas
Research Plan
(Tool: Google Trends)
Week 2
Ideation
November 16 – 20
Crafting Content Strategy Calendars
Content Plan and Rationale
Week 3
Strategizing
November 23- 27
Copy Writing Research for Strategies and Tone-of-Voice Analysis
Crafting relevant Copies for Campaign adhering to brand guidelines
Content Mockups
Data Documentation to Support Strategy
Week 4
Pitching
November 30 – December 4
Creating landing pages for increasing website traffic
Data for justifying Audience Relevance
Critical Thinking and Feedback
Creating a pitch on Adobe Spark
Detailed Process
Research
Brainstorming
The brainstorming for ideas began by exploring search trends on google, the items available in No Name’s line of grocery and thinking of ways in which they can provide an incentive for consumers to purchase the boxes. The concept behind creating the boxes was to find a sweet spot between providing something of value to customers and No name’s product offerings.
After brainstorming for various ideas and trying to identify the appropriate audience for our products, I finalized on Gaming as a theme, considering that 61% of Canadians identify themselves as gamers.
Demographic Relevance
of Canadians define themselves as "Gamers"
0
%
of Canadians are in fact "Gamers" going by the fact that they've played a video game in the past four weeks
0
%
Over 23 million Canadians are "Gamers"
0
M
Which lead to the question:
“How can No name sell their pack of products to gamers?”
After exploring various keywords that gamers are likely to search online, it was found that the term game night was an active over various time periods. The term “Game Night” showed erratic spikes throughout the month, year and the past five years. It was also observed that the terms were increasingly searched during the afternoon and evening.
The term “Game Night” being an active keyword provided an opportunity for evergreen content, meaning that the content or campaign could be repurposed and reused often.
Ideation
In order to come up with ideas, various keywords were first brainstormed on paper. Those keywords were then searched on Google trends to see how often they were searched and if they could reveal any patterns.
There weren’t any observable patterns but it provided a useful direction for proceeding with the keywords. to expand on them and weave a theme for No name boxes. These search terms would help increase the discoverability of No name boxes, for instance, if a consumer searches about the any of the three games (fortnite, among-us or minecraft) they could also be shown No name boxes in the search results which would show up due paid search advertising.
Upon finalization of content campaign, relevant No name products were selected and grouped into the respective categories for the concepts. The idea behind these boxes was be that gamers could purchase them either for themselves, share with fellow gamers on a game night or gift it to each other.
Fortnite has a “Party Royale Mode” which allows players a different experience than the usual gameplay, wherein they can play minigames or join friends to attend concerts, movies and more. The Fortnite Party Night concept was inspired by this gameplay mode.
The boxes that are part of this concept were inspired by the three artists (Drake, Marshmello and Travis Scott) who have performed in Fortnite’s Party Royale Mode and also show a high search volume on Google trends. Each of the packs contained food items that were related to the artists as well as the artists bobblehead toy as a freebie.
The Fortnite Pack concept was simply derived from the different modes that exist in the game, i.e. Battle Royale, Party Royale and Creative modes respectively. The items within each of the boxes were picked after searching for popular snack preferences of gamers on forums. Each of the boxes within the pack would contain an in-game promo coupons which would incentivize the purchase for gamers purchasing the boxes.
The Gaming Night pack’s concept was derived from a broader theme of gaming in general, incorporating game titles as part of the theme. The items within each box of the pack contained items that were either inspired by in-game elements or which had some relevance to the game. For instance, Minecraft pack contains items that resembled the sharp geometric shapes that could be observed in the games.
Final Selection: Concept 3 – The Gaming Night Pack
The Game Night pack has an evergreen content quality to it, such that it can be repurposed and reused in future with other game titles, which would over time establish a certain reputation.
Buyers could be incentivized to purchase the items on the premise that they would receive a coupon codes for mod, unlocking characters or a game freebie along with the delicious food items.
The packaging of the boxes were made appealing using clever copy. For instance, in “Among Us” one has to find the impostor so the copy for the packaging was written accordingly.
Strategizing
Content Plan
The content plan was created keeping in mind the different stages of the buyer journey. The purpose was to create awareness among the target audience about No name’s offerings on marketing channels that were relevant to the brand, which is primarily twitter. The strategy would involve partnerships with influencers in the gaming community to promote the product and build a hype around it on their blogs, twitch channels as well as Instagram handles.
The content plan involves building a hype about “The Gaming Night” pack and the three boxes that are part of the package and offer different products in them. It tentatively details how the various content category, types and the dates on which it would be published.
The content calendar details the distribution and publication details as a tentative plan, which shows the campaign timeline, distribution media, live push dates, recall velocity. The tone-of-voice and rules of engagement would be followed as per No name’s detailed style-guide.
Twitter would be the primary channel for regular content distribution, followed by Facebook, Instagram and Youtube to further enhance No name’s social presence and reach the target audience. No name has primarily advertised their content through outdoor distribution channels, the brand has a large following on Twitter. However, their Facebook and Instagram channels were launched in 2019, they have not been utilized effectively. This campaign can serve as an opportunity to revive those channels and further expand their reach. The content was chosen to be published on specific days of to effectively communicate with the target audience and increase engagement. The month of December 2020 was chosen for launching the campaign for two reasons:
- The target audience (gamers) are more likely to engage in gaming related activities during the festive season.
- Since it is a festive season, it provides an opportunity for No name to increase its sales as the target audience is likely to purchase gifts during a festive season especially.
Pitching
Mockups were created for the Gaming Night Pack along with the three boxes that are a part of it. The design followed No name’s style-guide along with their tone-of-voice which consists of puns, dry humour and sarcasm. The copy written for each of the banners had relevance to the game concept and embodied No name’s voice. The banner mockups were created for launching the campaign and also to provide a general direction for subsequent creatives that may be produced in the future.
The Twitter mockups were prepared for showcasing how the ads would be published along with the copy that the tweet would contain. Here, the mockups are the same but the tweets each contain a copy that have been crafted to compliment them.
A campaign landing page was prepared to advertise the product adhering to No name’s brand voice (puns, dry humour and sarcasm). The purpose of the page was to build hype and inform customers about the products and in turn motivate them to purchase them.
Final Pitch
Got a gaming night coming up? No problem, no name has you covered!
Some facts about video gaming in Canada: 61% of Canadians define themselves as a gamer, about 23 million Canadians are gamers (Source: ESA Canada).
The box offers more value to buyers than what they pay for, by providing them not only delicious food items, but also in game coupons which is likely to incentivize the purchase for them. People can either buy these for themselves or as a gift for someone they know who’s a gamer. The boxes are suitable for any time of the year, for video game nights alone or with friends.
Why it’s interesting?
It contains foods similar to the ones in-game, which is fun for many gamers to be able to enjoy some of the foods they see on screen while playing, the other snacks also provide an assorted variety of items to munch on between breaks or any other time while playing. The creatives follow No Name’s branding guidelines with interesting copies, which are likely to spark curiosity for the target audience to open and see what’s in the box!
