ECOFFEE CUP
WHY
Ecoffee Cup came to us aware that their marketplace was becoming increasingly crowded and commoditised, whilst at the same time COVID-19 had just hit and the mission of re-use was as crucial as ever. They asked Boldspace to advise on a new strategy, ensuring they stand out and inspire to both maintain and grow market share.
WHAT
- Produced a comprehensive strategic brand and market trend report
- Produced a comprehensive SEO analysis and recommendations report
- Identified a compelling repositioning / territory
- Presented several potential Big Ideas to underpin the relaunch of the brand creatively
- Devised and executed an ongoing PR strategy to boost presence, web traffic and sales
HOW
- Researched the marketplace, competitors and trends
- Audited positioning, messaging and communications
- Leveraged BoldLens™ to provide comprehensive market trends, SEO, PPC, competitor strategy and SWOT analysis
- Identified key areas of opportunity vs audience needs
- Held weekly creative sessions building ideas to resonate with the audience needs and unite communications
THE BOLD SPACE:
'REAL CHANGE FOR THE REAL WORLD'
We identified that the reusable cup marketplace is saturated with several eco-driven ‘lifestyle’ brands but an ethical stance is no longer a differentiator. At the same time 98% of people still don’t use a reusable cup. The opportunity for market penetration was therefore to understand and relate to the real behaviour of real people, focusing our main attention vs the disposable cup; not vs ‘worthy’ brands within the competitive set. We built a positioning that addressed the realities of re-use and how we can all make small, real changes that make an impact in personal ways - attracting a brand new audience.
RESULTS
1 x
...innovative new brand positioning and Big Idea to boldly change the marketplace
82%
...increase in online orders within first 90 days
50 x
...immediate ways to improve SEO and paid search vs the competition
75%
...increase in online revenue within first 90 days