Millennials Doing Good: Engaging the Next Generation Through Storytelling

Millennials Doing Good
2015 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

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

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 State
Where Cole + Parker Is Now

How to Engage Millennials
Share individual
stories
Show 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

SYNTHESIS PROCESS
Synthesized
Interviews
Gathered
Data
Conducted
Interviews
Created
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

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

CONFIDENTIAL
Brand Truth
Brand
Truth
Allows consumers to
become a part of the
success of an entrepreneur
through the purchase of
fashionable socks

CONFIDENTIAL
Consumer Truth
Brand
Truth
Consumer
Truth
Millennials want to be part of
a greater cause that helps
people

CONFIDENTIAL
Category Truth
Brand
Truth
Consumer
Truth
Category
Truth
Organizations must be
transparent and
personally engaging so
that participants can see
their impact

CONFIDENTIAL
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

CONFIDENTIAL
Organizing Idea
“The Common Thread”

CONFIDENTIAL
Roll Out

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

CONFIDENTIAL
Cole + Parker Pop-Up

CONFIDENTIAL
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

CONFIDENTIAL
Possible Pop-Up Locations

CONFIDENTIAL
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

CONFIDENTIAL
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

CONFIDENTIAL
Cole & Parker Mobile App

CONFIDENTIAL
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

CONFIDENTIAL
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.

CONFIDENTIAL
Tracker
 Tracker that integrates how money is
being used, who is receiving the loan,
and coordinating a group buy

CONFIDENTIAL
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.

CONFIDENTIAL
Community
 Showcases all of the loans given and a
detailed glimpse into the story of each
recipient

CONFIDENTIAL
User Journeys

CONFIDENTIAL
Wesley’s Consumer Journey
Connect Engage Convince Reinforce Share
Consumer Want/Need
Needs to figure out why
there is a washing
machine on the street in
NYC
Learn about the washing
machine and why it is
there
Get involved with Cole &
Parkers mission through
purchasing a pair of
trendy socks
Needs to see impact, post-
purchase
Shows off the socks
purchased to provide a
meaningful conversation
starter
Brand
Objective/Communication
Engage as many people as
possible on the street
Tell the brand story and
consumer role behind Cole
& Parker in a way that
links back to the washing
machine
Capitalize on the
consumers desire to
purchase through
providing a quick and
unique check out
experience
Provide the need to
download the app, in
order for users to make an
account and track impact
Post-Purchase prompt
customers to get friends,
families, & co-workers
invovled
Channels Pop-Up Location Washing Machine Washing Machine Mobile App Mobile App
Opportunities
Provide consumers with a
unique and enticing in
person experience with
the washing machine pop-
up locations
Have the front screen of
the washing machine act
as an interactivity center
Utilize the washing
machine as a vending
machine
Create a tracker on the
app, which utilizes already
tracked KIVA data, in order
to make it visible for the
user
Provide account holders
with the ability to create a
team in order to get more
involved with the cause

CONFIDENTIAL
Sloan’s Consumer Journey
Connect Engage Convince Reinforce Share
Consumer Want/Need
Wants to buy a gift that
will define her as a
distinguished gift-giver
Needs a clear and simple
message that reaches her
on the go micro-moments
Needs to feel confident
that C+P is a strong,
reliable brand
Needs a second
interaction with the C+P
brand that confirms it is
different than other sock
companies
Needs to experience
follow-up from C+P in
order to confirm product is
a good gift and keep the
brand at the forefront of
her mind
Brand
Objective/Communication
Emphasize quality and
connection to their 'do
good' entrepreneurial
mission
Reaches the same
audience through multiple
influencers
Partnering with a well-
known tech brand such as
Uber in order to reach
people on the go
Needs to increase brand
awareness in a creative
and unexpected way
through high-foot traffic
pop-up locations
Follows up with customer,
updating him/her on the
status and path of the
contribution
Channels Instagram Website Uber Pop-Up Location Mobile App
Trigger
Moment/Opportunities
Sloan browses Instagram
and sees C+P posted/liked
by an influencer she
follows and trusts
Sloan visits the C+P
website in the Instagram
bio and sees
infographics/original
content on their website
Sloan sees the C+P/Uber
partnership and now
distinguishes the brand as
up and coming
Sloan comes across the
pop-up location in Wicker
Park and downloads the
mobile app post purchase
Sloan experiences the
interactive aspects of the
mobile app (tracker) and
shares the entrepreneur's
story via WOM

CONFIDENTIAL
One Global Cole + Parker Community

CONFIDENTIAL
Roadmap

CONFIDENTIAL
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

CONFIDENTIAL
THANK YOU!

CONFIDENTIAL
Appendix

CONFIDENTIAL
Existing App Integration
 We asked ourselves how to draw in millennials using channels they are already
engaged with; we found endless possibilities…

CONFIDENTIAL
Ride sharing…
… and food delivery

CONFIDENTIAL
And so many more

CONFIDENTIAL
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.

CONFIDENTIAL
Subway Stickers Implemented

CONFIDENTIAL
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

Millennials Doing Good: Engaging the Next Generation Through Storytelling

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