On the earth of promoting, differentiation is a treasured commodity. Significantly in essentially the most crowded of marketplaces, it’s that capability to face out from the pack which in the end decides whether or not a model sinks or swims.
That was one of many challenges for 5 by 5 LA once they began working with Honey Stinger, on the marketing campaign which might come be generally known as You Don’t Have To Be A Professional. Along with taking up artistic tasks, the independently owned company additionally supplied the strategic insights which laid the groundwork for the marketing campaign. The result’s a collection of belongings which strongly assert Honey Stinger’s model id, while additionally sustaining a deal with the product itself.
Heading into the marketing campaign, the duty was in equal components easy and bold: The model was looking for to develop their market share by reaching out and recruiting new audiences who had a extra informal relationship with well being and health. Honey Stinger additionally needed enhance their model salience, particularly amongst these with a pre-existing curiosity in sport and health merchandise.
VP of operations Jesse Knaack and digital producer Harley Roman have been a part of the group at 5 by 5 which shepherded the marketing campaign from concept to actuality. To go behind the scenes and learn the way all of it got here collectively, LBB sat down with Jesse and Harley.
LBB> You guys undertook an insightful technique mission, in addition to the artistic work on this marketing campaign. Are you able to inform us extra about that technique course of, and what did you study from it?
Jesse> Our technique section threw up quite a few helpful insights, primarily about our viewers’s nuanced angle towards health, sports activities diet, and their very own busy lives.
We realized that our viewers is aim (or problem)-driven, they anticipate that a sports activities diet product ought to match into their present exercise habits, and that if they’re to introduce any new product into their habits then its high quality had higher be indeniable. These key insights drove our artistic idea, “You Don’t Have to be a Professional”. To make sure we have been heading in the right direction, we carried out person testing and confirmed that this message resonated with our viewers.
LBB> What have been your impressions of Honey Stinger as a model heading into this mission, and did your strategic work change these in any method?
Harley> We did not know an excessive amount of about Honey Stinger as a model earlier than this, however our analysis shortly confirmed us the care that they put into growing their product line and advertising and marketing on a product-level. What they wanted was a hero model marketing campaign to tie all of them collectively in a compelling method.
Happily, Honey Stinger has high quality merchandise and wonderful endorsements. So the chance for progress is important.
LBB> And the way did you ultimately come to the You Don’t Have To Be A Professional tagline?
Jesse> Our group created and examined a number of marketing campaign concepts, however the purpose “YDHTBAP” resonated with our audience was as a result of easy fact that anybody can make the most of the identical diet high quality as professional and elite athletes by selecting Honey Stinger.
So why not use one thing that the professionals use, even if you happen to’re not a professional?
LBB> And what’s the importance of the ‘have’ being emphasised?
Harley> Anybody can eat this product, however the notion that professional athletes use it offers Honey Stinger an additional little bit of credibility. In case you are competing for world information or world championships, this product will get the job executed. Equally, if you wish to set your individual private information, degree up within the gymnasium, change into a greater athlete or just stay more healthy, you too can belief Honey Stinger.
LBB> Are you able to speak us via your course of for the pictures which we see featured within the marketing campaign? The photographs are fantastically hanging – what sort of qualities have been you getting down to obtain and convey?
Jesse> This audience is late 20s to mid 30s, so we sourced pictures that may resonate with this group. They’re educated, have disposable earnings, and might need a child or two. We needed them to take a look at the people within the photograph and suppose, “that appears like me”. I can try this. The moments are genuine and uncooked, whereas staying relatable. That helps to attract the viewers in, to see themselves, and to really feel impressed to not solely exercise at their finest, however to purchase the product.
LBB> And what about your pondering on the subject of the color palette and typography? The color scheme feels comparable however maybe extra outlined to earlier comms from Honey Stinger – was that your intention?
Harley> After spending a while working inside Honey Stinger’s present model shade palette, we selected to essentially lean into the orange and broaden on it to stress the extreme moments earlier than, throughout, and after train. This can be a path we haven’t seen a lot of within the vertical.
The typography of the tagline is designed in a method that appears like a sticker you might see slapped on a cease signal, or in a locker room.
LBB> The health area is a saturated one. How did you guys guarantee this marketing campaign would stand out from different work on this class?
Jesse> By means of our strategic and inventive course of, we search to talk on to our goal buyer with a message that resonates. An efficient marketing campaign message needs to be backed by actual information, and viewers insights. Between the artistic message and the artwork path, Honey Stinger has a marketing campaign that may give them the perfect likelihood at reducing via.
LBB> And, on a remaining notice, the hybrid-working revolution has made staying lively extra of a precedence for a lot of. How do you guys preserve match exterior of labor, and do you might have any suggestions?!
Jesse> Properly, I’ve a child who simply began crawling, so operating round my home chasing after him is exhausting sufficient! I even have an lively canine, so strolling him across the neighborhood is a superb excuse to get out of the home and breathe some contemporary air. My advice is discovering an outside place that brings you pleasure – whether or not it is the seashore, or a park close by, and decide one exercise you are able to do there. If nothing else, the setting ought to inspire you to return once more.
Harley> Being pregnant does not actually go away me within the temper to work out a lot lately, however throughout lockdown I did put money into some at-home gymnasium tools that actually helped simply get me transferring and get my coronary heart charge up. Submit-partum, I look ahead to utilizing that tools once more and getting my physique again in form! I do advocate although, that if you cannot work out, at the very least attempt to eat more healthy. Then, make it a aim that subsequent week you will do in the future of a piece out.