Will 2020 be the decade of biomedicine

Trends and I are friends. I am always hunting for niche news publications and newsletters willing to make bold, informed asserts about what’s around the corner.  This morning, I finally signed up for Trends.co, a subscription-based extension of the geniusly entertaining and unexpected newsletter, The Hustle. In a particular article, the author detailed category trends…

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Synchrony Audience Development

Synchrony Financial is a credit and payment solution provider for consumers and businesses. Projects:  Enterprise-level: Business Decision Makers Personas  Vertical-specific: Retail, eCommerce, Tech, Auto & Home Audiences  Social-specific: Six audiences on Synchrony’s social media channels The Opportunity  With each new audience project, Giant Spoon teams helped Synchrony more effectively map messaging and business offerings to…

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YETI 2020 Planning

The Opportunity  Develop a product and communication rollout strategy – leveraging historic sales data, persona insights, and brand framework – to deliver on YETI’s core business goals for the first half of 2020.  Inner Workings  With answers to where, when and who to sell to, our team developed a tiered product rollout strategy. High sell,…

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YETI Audience Personas

The opportunity  Dementionalize YETI marketing targets into in-depth personas. Our goal was to identify how each persona reflected an opportunity to focus on different KPIs, push different products, and customize messaging to specific demographics.  Inner workings  Each persona was defined by the following elements:  A snapshot of essential demo and psychographics  Core cultural influences impacting…

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Building YETI’s Brand Ecosystem

Projects Communication Framework + Brand Voice  Audience Personas  Product Rollout & Capsule Collection Strategy  CSR platform and creative initiatives  The initial opportunity: Communication Framework + Brand Voice   In Spring of 2018, Giant Spoon won the business for YETI. Starting from ground zero, our team forged a deeply collaborative client partnership that brought their leadership team…

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Launching Airbnb Experiences

The opportunity  Airbnb wanted to parlay the brand’s ‘travel like a local’ mentality from its accommodations offering into a new offering: daily adventures hosted by regional residents. The inner workings The user journey of booking Airbnb’s Experiences needed to feel consistent and connected to the process of searching for the perfect Airbnb overnight stay. Through…

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Launching Backslash

The opportunity   TBWA prides itself on inserting brands into modern culture. To keep up with modern culture, in 2016 a small team in TBWA’s LA office started up Backslash – today, the Backslash ‘experiment’ has rapidly evolved into a stand alone cultural insights studio within the TBWA global network.  The inner workings To begin, we built…

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