The Story of Kevin The Creator
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This is a consumer journey from 2008. We created a number of animated stories to depict how different segments would participate in our branded program. The segmentation is based on the Groundswell work by Forrester. Here's the story of Kevin The Creator. *** My apologies for the formatting. The copy that accompanies the visuals can be found in the Speakers Notes ****
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The Story of Kevin The Creator
- 3. What Is A Creator? • A Creator publishes or maintains a blog. • A Creator publishes their own Web pages. • A Creator uploads videos or music they created.
- 4. Why Do WE Care? • Creators are going to be developing the content. • Creators are going to campaign their ideas under the umbrella of the brand.
- 22. WINNER
Notas do Editor
- This was a consumer journey I pulled together for a client program. The consumer journey is rooted in the segmentation work done by Forrester Groundswell. The consumer journey was presented as a fictional story. The intention was to depict how a consumer that fell into the ”Creator" segment would engage with the program. The program was divided into four parts: 1 – Awareness 2 – Interest 3 – Engagement 4 – Winner Reveal
- WHO IS KEVIN? He’s 19 years old. He’s in his second year at OCAD studying Industrial Design. He’s originally from Ottawa but moved to Toronto two years ago to pursue his studies. The last two years of his life have been amazing – school is like Disneyland with booze, drugs and girls. He lives with three buddies he met at school in a great community called Kensington. Kevin considers himself “Ghetto Rich” – he’s got all kinds of toys like his camera, the Sanyo Xacti, and he parties all the time but Kevin always seems to be strapped for cash. Kevin’s is quite a social individual and has got a lot of friends both on and offline. Kevin relies heavily on social network sites such as Facebook to stay in touch with the people he knows. Kevin is quite active in the online environment. In addition to social network sites, Kevin spends a lot of time on design sites such as ffffound.com. He’s also a big fan DIY sites such as instructables.com. Two years ago, Kevin started a website that has recently become popular. It’s called ColourLovers and essentially provides an online space for people to upload and share colour palettes. Para, a paint company, has approached him about in purchasing the site. Kevin also has a blog he called Digital Smorgasbord that he uses as an online bulletin board to keep his friends posted on all the neat stuff he comes across. Needless to say, Kevin is viscerally attached to his mobile. There is no way he could live without his phone. In fact, if he forgets his phone at home he will go out of his way to get it.
- AWARENESS PHASE Kevin wakes up late with a mean hangover after Toonie Tallboy Tuesdays at The Boat. He’s barely conscious as he puts on his clothes and throws his computer into his bag. Normally, he would sleep in and get the notes from a friend but there is a guest speaker today and he’s gotta be there. Communication Opportunity: Radio
- AWARENESS PHASE When he gets to class, his professor is talking about a contest that he thinks would be a great initiative for students – especially since it pays well . Kevin is barely seeing straight and doesn’t fully take in the information. Communication Opportunity: School Outreach
- AWARENESS PHASE After class, Kevin heads home and spends the rest of the afternoon nursing his hangover in front of the television. He chuckles a nutty commercial about a cat eating spaghetti but he had to stop because laughing hurt his head too much. Two more Advil go down the ol’ pipes. Communication Opportunity: Television
- AWARENESS PHASE When Kevin’s buddies ring him to discuss plans for the evening, Kevin quickly forgets about his painful day on the couch and agrees to meet up in the next few hours.
- AWARENESS PHASE Before another night out, Kevin heads to the corner store for a few essentials such as milk and juice. At the store, Kevin notices some white bags mixed in with Nacho Doritos, a staple at his house. He takes it as some sort of mix up and carries on with his grocery shopping Communication Opportunity: Point of sale.
- AWARENESS PHASE When Kevin gets home from the corner store he fixes himself a meal. This makes him feel a lot better and he decides to spend some time updating his blog and checking his email. A friend of who he met in Sweden sent him a link to this crazy company that sell growing jewelry. This is exactly the kind of stuff he puts on his blog. Communication Opportunity: Online advertisements (OLAs)
- AWARENESS PHASE Afterwards, Kevin makes his way to his friend’s house for a few drinks. Not much is happening, just a few drinks and a little TV. Killing time, Kevin picks up one of the magazines lying around. It turns out to be the OCAD school publication. Flipping through the pages Kevin notices an ad with a big dollar sign and something about creating an ad for BRAND X . Interested, Kevin mentions it to his surrounding friends. Someone asks if that was the same thing their professor was talking about. They also spend some time debating how much 1% is actually worth and what they would do with the money. Kevin thinks to himself how handy that money would be. Communication Opportunity: School Papers.
- INTEREST PHASE The group has a quick chat about the contest and discuss coming up with a submission as a group. They go online to see what the website is all about but all they found was a “Coming Soon” page. The discussion changes subject and someone challenges Kevin to a game of beer pong. Communication Opportunity: Proprietary website
- ENGAGEMENT PHASE The next day, Kevin wakes up with hangover – again! He swears to himself that he will never drink again. Kevin digs through his jeans to get his cell and finds a napkin in his pocket with some scribbles on it. It takes him a second to figure it out and once cobwebs clear he remembers it’s an idea he had for that “BRAND X make an ad contest”. He also vaguely remembers a group of people dressed in white handing out bags of PRODUCT X . Maybe that’s what set him off or maybe it was that big cone his buddies spun up after the bar. Maybe it was both. Communication Opportunity: Sampling
- ENGAGEMENT PHASE Kevin didn’t spend much time debating if it was worth putting together a commercial for the BRAND X contest. He already had a great idea, he had access to all the equipment and the contest was right up his alley in terms of creative expression - not to mention how handy the 25K and whatever 1% of sales would be.
- ENGAGEMENT PHASE Once Kevin’s submission is created and ready to go, he goes online to see if the website is now up. To his surprise, there are already a number of submissions uploaded. He sets up his profile and uploads his submission. At the same time he sends his submission to all of his friends on Facebook, uploads his submission onto his profile page, signs onto the fan page and makes a blog posting. Communication Opportunity: Facebook Page & Ads, participant campaigning
- ENGAGEMENT PHASE The next day he goes online to see if there are any updates to his submission. He’s happy to see that a few of his friends have posted comments and given his submission a good rating. Kevin also takes the opportunity to check out the competition. Mischievously, he gives a bad rating to a few of the videos he thinks are good. All is fair in love, war and winning money. Communication Opportunity: Proprietary Website
- ENGAGEMENT PHASE Early the following week, Kevin gets an SMS to his cell phone . It’s a message from BRAND X, apparently, Kevin’s submission has made it into the top 20. Yippee! Kevin goes back online to thank his friends for their support and asks them if they would each share the link with five of their friends. Communication Opportunity: Mobile
- ENGAGEMENT PHASE While on the computer, Kevin also checks his email. He’s received an email from Much Music. Apparently, Kevin’s submission is going to be reviewed by Boomer on the 5 o’clock special. Totally awesome. Once again, he messages all of his friends and makes plans with his school buddies to watch the show. Communication Opportunity: Partnership content.
- ENGAGEMENT PHASE Kevin spends the next weeks checking in on his submission and getting as many people as possible to vote for his work. He’s made it to the 13th best spot but hasn’t been able to get any closer to the number one spot. He decides to print out some business cards with his submission link on it and spread it around the school to boost his rating. Communication Opportunity: OLAs, proprietary website
- ENGAGEMENT PHASE When the first round of the competition is coming to an end, Kevin realizes that there isn’t a good chance of making it into the top five. Despite his chances, he sends out one more email to his friends and family to improve his rating and he also takes the opportunity to thank everyone for their support. The day the five finalists are posted Kevin goes online to see who made the cut. He realizes he didn’t make it into the finals. He’s a little bummed but it wasn’t a big surprise. He was going to review the finalists and make his vote, but he’s interrupted by an email from his friend, Nevin with photos from his recent production piece.
- REVEAL PHASE Kevin is interested in seeing the final submissions since he holds his artwork close to his heart. To Kevin, his artwork a reflection of his self and since he didn’t win, he takes the loss a little personally. Kevin goes online to check out the final spots. He learns that the finalists are going to be featured on Much On Demand. Interested in putting a face to his competition, Kevin makes a note of checking out the show. While online, Kevin takes the opportunity to vote. Communication Opportunity: Proprietary Website
- REVEAL PHASE On the Friday, Kevin tunes into Much On Demand to see who is declared the winner. It ends up being some kid from Saskatoon. “Shit” he whispers under his breath. “That could have been me.” Communication Opportunity: Partnership content