THE WORK > CASE STUDIES > COMMUNICATION GROUP
THERE MIGHT BE A...
...small company launching a new consumer product targeted at the hard to reach young adult community. As part of a product development team that conceived, designed, and prepared the new product for launch; the Communication Group would create a sophisticated plan for generating buzz among leaders within the targeted community. Seeding is used to get the "leaders" of the community to experience the product, understand the story behind it, and be compelled to share their knowledge with others. To ensure success, all communications are carefully crafted to avoid the traditional, top-down pattern which is easily dismissed by this group as 'corporate marketing'. This organic approach requires a time and resource commitment, however the lasting bond formed with the user proves to withstand intense competition from future market entrants.
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