BeeNZ

Honey of New Zealand

The Challenge

Help a business that had achieved light-speed growth to affirm its brand values and amplify its message to tackle big new markets (U.S) where the competition already had a foothold.

Brand Strategy Summary

We built the plan upon three pillars of communication identified in the market research process: Origin, Lifestyle, and Product role.

The first step was a brand conceptual and visual enhancement that interweaved our audience aesthetics expectations - understanding that our product doesn’t “live alone”-

It must blend well amongst the top brands our target market consumes, wears, follows, and loves.

The second step involved teaming up with local micro-influencers who focus on high-interest areas for our potential customers, such as health, wellness, beauty, and design.

In parallel, a cloud-based creative library, alongside campaign guidelines, was organised to allow our brand ambassadors to find and share on-brand content at any time.

And the third critical step was about stimulating the roll-out of our brand message through a brand ambassadors program in which each of them got given a unique code they could share with their followers and get a % of the sales from every purchase.

And that’s how a little bee from Katikati, NZ flew to California, where it has now happily settled in its thriving hive.

My Role

Creative Strategist Lead + Idea & Execution