sapient intern project 2015

Millennials Doing Good2015 Intern Project

© 2014 SAPIENT CORPORATION |

CONFIDENTIAL

Agenda

1. The Ask

2. Cole & Parker

3. Research

4. Personas

5. Opportunities

6. Our Solution

7. User Journey

8. Quick Wins

9. Closing

10. Appendix

The Ask

We were asked to create a digital strategy for a ‘do-good’ organization in order to better

engage millennials….

The Power of Millennials

19-36 $1.6 Trillion

80 Million $430 Billion

Ages: Est. Spending Power:

Market Size:Est. Discretionary Nonessential Spending:

Millennials Are Most Responsive to Sustainability Actions

A sock company with a twist

Who is Cole + Parker?

Cole + Parker creates trendy statement socks

with a socially conscious mission

Socks that help entrepreneurs around the world

start their own businesses

Gives 20% of each pair of socks sold to Kiva, a global

microfinance organization

o Kiva gives loans to people without access to

traditional banking systems through field partners

Average product cost $24

The Money Journey

C+P

Kiva

Field Partner

Entrepreneur

Field Partner

Why Cole + Parker?

Today’s millennials have a large skepticism of big corporations and are more interested

in brands that practice corporate social responsibility and sustainability efforts

Cole + Parker, a company born from a 2013 IndieGogo crowd funding campaign,

exemplifies a cause millennials are willing to support and participate in

Millennials continue to play a large role in within Cole + Parker’s brand story

Engaging Millennials

Consumers Promote Brands that Support Social Causes

90% of Americans say they are more likely to trust a brand

and feel loyal to companies that back social causes

88% of Americans want to hear about CSR efforts

Consumers Would:

88%

88%

84%

79%

76%

74%Stop buying from an irresponsible or deceptive company

Tell friends and family about a companies CSR efforts

Donate to a charity that is supported by a trusted company

Volunteer for a cause supported by a trusted company

Voice an opinion about a company’s CSR efforts

Buy a product with a social or environmental benefit

Engage Consumers with Relevent Content

64 % of millennials use social media to engage

with companies about social and environmental issues

27% share positive information

26% learn more about companies

16% contribute directly to companies pledges

15% directly communicate directly with companies

Current StateWhere Cole + Parker Is Now

How to Engage Millennials

Share individual

storiesShow the numbers Use the

audience

Current Digital Presence

Cole + Parker has a basic digital

foundation on their website and three

social media channels

Platform Followers Engagement

Rate

Posts

Instagram 4,043 3% 728

Twitter 1,870 0.13% 4,945

Facebook 3,741 0.01% 801

Limited Target in Content

Currently targeting only white male professionals with career quotes overlay

Inconsistent Messaging

Main Message: “Socks that start businesses”

Variety of other messages presented to consumers before reaching this slogan

Platform Message

Website “Socks that start businesses”

Instagram “Each purchase loans to entrepreneurs

in poverty”

Twitter “Socks for leaders, legends, and

entrepreneurs”

Facebook “We make bold, colorful, premium

quality socks for the world’s leaders,

legends and entrepreneurs. Ask us

how socks start businesses”

Painpoints

Lack of engaging digital content on online platforms

Minimal emphasis on the do good aspect of the company

Incomplete Omni-channel experience

Lack of diverse and inclusive advertising

Personas

SYNTHESIS PROCESS

Synthesized

InterviewsGathered

Data

Conducted

InterviewsCreated

Personas

INTERVIEWS

• Interviewed 20 millennials

from Strategy, UX, PM, AM

and Creative

Topics Covered: • Fashion sense

• Fashion inspiration

• Shopping behavior

• Volunteer/charity involvement

• Campaigns that resonated with

them

Interview Synthesis

Wesley (Wes)

Age: 24

City: New York, NY

Occupation: 1st Year Financial Analysts

Income: $85K-$110K

Internet Usage: Heavy

Style: Current & changing with seasonal

trends

Blake

Age: 25

City: Seattle, WA

Occupation: Executive Assistant

Income: 40-50k

Internet Usage: Medium-Heavy

Style: Grungy, Refined in the Office

Blake

Age: 25

Seattle, Washington

Executive Assistant

Income: 40-50k

Grungy, Refined in the Office

Smartphone, Laptop, Tablet

In-Store Shopper

Shops 2x a month

Internet Usage: Medium-Heavy

Mobile Apps: Agar.io, Nod, Bloglovin’

Do-Good: #BlackLivesMatter, Free Tibet

Sloan

Age: 32

City: Chicago, IL

Occupation: Professional- Media

Production

Income: $150,000+

Internet Usage: Heavy

Style: Put together and trendy; explores

new shapes and materials; wears darker

colors; heavy on accessories

Zoe

Age: 29

City: Montreal, CA

Occupation: Corporate Lawyer

Income: $75K-$150K

Internet Usage: Frequent

Style: Conservative, 3- Months behind

the trends

OUR SOLUTION


CONFIDENTIAL

Brand Truth

Brand

Truth Allows consumers to

become a part of the

success of an entrepreneur

through the purchase of

fashionable socks


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Consumer Truth

Brand

Truth

Consumer

Truth

Millennials want to be part of

a greater cause that helps

people


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Category Truth

Brand

Truth

Consumer

Truth

Category

Truth

Organizations must be

transparent and

personally engaging so

that participants can see

their impact


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Three Truths

Brand

Truth

Consumer

Truth

Category

Truth

The inherent desire of millennials

to be part of a greater cause, in

which they want to see their impact


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Organizing Idea

“The Common Thread”


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Roll Out

The Common Thread

Social: “The Common Thread”

“A Sock That’s Never Lost” Campaign

• Support the campaign with consistent messaging through content

• Provide unique platforms for digital consumer experiences

• Foster a Cole + Parker digital community through user-generated content and

sharing purchases/tracker information

“The Common Thread” Social

Platform Purpose

Instagram • User-generated content with C+P hashtags

• Partner with stores, influencers, brands

• Spotlight entrepreneurs and visual features

Twitter • Maintain a transparent, reliable brand voice 24/7

• Community Engagement

• Celebrity Hosting Q&A Sessions

Facebook • Paid Media & Banners

• HONY Themed Content for KIVA entrepreneurs and C+P Customers

• Cole + Parker Day in the Life Videos


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Cole + Parker Pop-Up


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Cole + Parker Pop-Up Locations

Digital shoppers still find physical stores more important than other retail channels

We decided to strategically place pop-up locations in high foot-traffic locations

throughout major cities in North America

o Raising awareness of the C&P brand story

o Prompts a creative and unexpected physical interaction

U.S. digital shoppers see the ability to check in-store availability online as the most

important omni-channel capability


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Possible Pop-Up Locations


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Washing Machine

Transforrming traditional washing

machines into interactive sock

dispensers

Consumer can choose:

-Sock design

-Industry the loan is given to

The front loading area will become a

screen


CONFIDENTIAL

Front Screen The front screen will act as an extra

interactivity center

Three modes of useage:

-Idle

o A constant carousel showing industries

the loan can go to, entrepreneurs and

products, or just a tumble cycle

-Selection

o As the dials on the top of the machine

are turned, the screen

changes to display socks/industry of loan

-Vending

o Personalized screen based on sock and

industry chosen is

displayed


CONFIDENTIAL

Top Specs

The top will include a screen to help

guide the purchase process and later

prompt the customer to download the

mobile app


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Beacon

Finally, the washing machine itself will act

as a beacon to prompt the user to

download the app and also alert people

to its existence.

Companies developing beacons:

- Facebook

- Google

- 3rd Party Start-ups


CONFIDENTIAL

“The Common Thread”: Snapchat

Live video social media platforms are serving as a popular

means for millennials to share content

C+P should be able to build off this millennial moment

connection by creating it’s own Snapchat account, and

geo-tag filters at Pop-up Locations

• Snapchat Account

o Day to Day Operations

o Spotlight on C+P Entrepreneurs

• Pop-Locations

o Geo-filters to promote sharing

• Cole & Parker Snapstory

o Highlighting and broadcasting user-generated content


CONFIDENTIAL

App Integration Partnership: Uber

8 million frequent Millennial users of Uber,

especially those that live within urban

areas

“A Sock That’s Never Lost” Uber Cars

• Uber wrapped Cole + Parker cars in

urban areas

• Sock bundles sold within the cars

• App Integration

o Allows for people to purchase socks

easily through Uber App

o Links to Cole + Parker mobile app


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Cole & Parker Mobile App


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Cole + Parker Mobile App

The mobile app is connected to the in store experience, encouraging customers to

further interact with the brand & their purchase

o More personalized

o Seeing yourself in the brand

87% of millennials say that their phone does not leave their side, day or night

Allows for continuous follow up post purchase

o Tracker

Teams Tab – harkens back to the company’s crowd funding roots


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Harnessing Millenials’ Group Behavior

• 78% of millennials prefer performing cause work in groups vs. independently

• In addition to targeting individuals, Cole + Parker can leverage pre-existing groups

to coordinate group buys

• Through organized competitions/activities, Cole + Parker connects both individuals

and communities to work toward one common goal

- Produces shareable content for multiple social media channels


CONFIDENTIAL

App Breakdown

This is the basic page view

The top row of boxes are a quick link to

the different cycles of money the

consumer can give to

The hamburger displays the side

navigation bar

From here, the customer can view the

sidebar with the five sections


CONFIDENTIAL

My Account

An account page to see past purchases,

CC used, earmark your purchases for a

certain industry loan, and create teams

to pool money.


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Tracker

Tracker that integrates how money is

being used, who is receiving the loan,

and coordinating a group buy


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About & E-Commerce

This shimmer “About” page will

showcase pictures that dissolve into

information

Modulated eCom with pop-ups display

detailed views of the product.

Pop-up cart for final purchase process.


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Community

Showcases all of the loans given and a

detailed glimpse into the story of each

recipient


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User Journeys


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Wesley’s Consumer Journey

Connect Engage Convince Reinforce Share

ConsumerWant/Need

Needstofigureoutwhy

thereisawashing

machineonthestreetin

NYC

Learnaboutthewashing

machineandwhyitis

there

GetinvolvedwithCole&

Parkersmissionthrough

purchasingapairof

trendysocks

Needstoseeimpact,post-

purchase

Showsoffthesocks

purchasedtoprovidea

meaningfulconversation

starter

Brand

Objective/Communication

Engageasmanypeopleas

possibleonthestreet

TellthebrandstoryandconsumerrolebehindCole

&Parkerinawaythat

linksbacktothewashing

machine

Capitalizeonthe

consumersdesireto

purchasethrough

providingaquickand

uniquecheckout

experience

Providetheneedto

downloadtheapp,in

orderforuserstomakean

accountandtrackimpact

Post-Purchaseprompt

customerstogetfriends,

families,&co-workers

invovled

Channels Pop-UpLocation WashingMachine WashingMachine MobileApp MobileApp

Opportunities

Provideconsumerswitha

uniqueandenticinginpersonexperiencewith

thewashingmachinepop-uplocations

Havethefrontscreenofthewashingmachineact

asaninteractivitycenter

Utilizethewashingmachineasavending

machine

Createatrackeronthe

app,whichutilizesalreadytrackedKIVAdata,inorder

tomakeitvisiblefortheuser

Provideaccountholders

withtheabilitytocreateateaminordertogetmore

involvedwiththecause


CONFIDENTIAL

Sloan’s Consumer Journey

Connect Engage Convince Reinforce Share

ConsumerWant/Need

Wantstobuyagiftthat

willdefineherasa

distinguishedgift-giver

Needsaclearandsimple

messagethatreachesher

onthegomicro-moments

Needstofeelconfident

thatC+Pisastrong,

reliablebrand

Needsasecond

interactionwiththeC+P

brandthatconfirmsitis

differentthanothersock

companies

Needstoexperience

follow-upfromC+Pinordertoconfirmproductis

agoodgiftandkeepthe

brandattheforefrontof

hermind

Brand

Objective/Communication

Emphasizequalityand

connectiontotheir'do

good'entrepreneurial

mission

Reachesthesame

audiencethroughmultiple

influencers

Partneringwithawell-

knowntechbrandsuchas

Uberinordertoreach

peopleonthego

Needstoincreasebrand

awarenessinacreative

andunexpectedway

throughhigh-foottrafficpop-uplocations

Followsupwithcustomer,

updatinghim/heronthe

statusandpathofthecontribution

Channels Instagram Website Uber Pop-UpLocation MobileApp

Trigger

Moment/Opportunities

SloanbrowsesInstagram

andseesC+Pposted/liked

byaninfluencershe

followsandtrusts

SloanvisitstheC+P

websiteintheInstagram

bioandsees

infographics/original

contentontheirwebsite

SloanseestheC+P/Uber

partnershipandnow

distinguishesthebrandas

upandcoming

Sloancomesacrossthe

pop-uplocationinWicker

Parkanddownloadsthe

mobileapppostpurchase

Sloanexperiencesthe

interactiveaspectsofthe

mobileapp(tracker)and

sharestheentrepreneur's

storyviaWOM


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One Global Cole + Parker Community


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Roadmap


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Quick Wins

Here are some immediate recommendations for Cole + Parker to reach millennials

• Creating diverse creative content to attract a wide array of millennial demographics

(Gender/Racial/Occupations)

• Bring KIVA partnership to the forefront of messaging, to increase awareness of Cole

+ Parker’s do-good mission

• Consistent messaging through all digital platforms

• Better outreach to customers, following up, and engagement


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THANK YOU!


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Appendix


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Existing App Integration

We asked ourselves how to draw in millennials using channels they are already

engaged with; we found endless possibilities…


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Ride sharing…

… and food delivery


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And so many more


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Subway Stickers

Cole and Parker would create stickers to

be placed in NYC subway stations.

Cole and Parker’s eye catching socks

would easily draw people’s attention to

the sticker.

The socks would include an easy to

remember link that they can explore at a

later time.

These stickers would be a simple,

efficient way to create more buzz about

Cole and Parker in a heavy foot traffic

area.


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Subway Stickers Implemented


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Painpoints

Use more relevant, engaging, and consistent digital content across all platforms

Illustrate the brand story by mixing editorial content with the product

Emphasize the socially conscious aspect of the business model

Expand the e-commerce experience

Develop more diverse and inclusive advertising

sapient intern project 2015

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