Ok just had a couple of effbomb thoughts that we can discuss tomorrow. First I have some ideas for some shots for Friday. I think we could stitch a tiktok of someone making a profee and then the next shot is Kevin imitating Khaby Lame (look him up). No talking, just facial expressions and an annoyed 'this is obviously so much easier' gesture.
Second I think we may need to try a series of different targeting options. We've tried fitness people, vitamins people, and coffee people. The fitness people were closest, but the other two didn't care. I think we could get them to care if we use different messaging. For example, we really haven't said anything about why this tablet should go in your coffee and not your water. We need to talk more about the flavoring aspect of this to the coffee people and tell them that it's so much cheaper than creamer and tastes better - plus it makes them healthy whereas creamer will give them cancer.
For vitamin people...well I think we've been misreading who these are. People who care about vitamins are already too healthy to use a standard multi-vitamin. They have their own supplement stack they've developed over years. We should be targeting the couch potatoes of the world. People with an interest in fast food, or specific chains like Wendy's, BK etc. Our messaging can basically be, "are you lazy af but want to get 1% healthier? Drop this in your coffee and go." It feels like that's the multi-vitamin demographic.
If we run out of other stuff, I think we could try those two streams.
Second I think we may need to try a series of different targeting options. We've tried fitness people, vitamins people, and coffee people. The fitness people were closest, but the other two didn't care. I think we could get them to care if we use different messaging. For example, we really haven't said anything about why this tablet should go in your coffee and not your water. We need to talk more about the flavoring aspect of this to the coffee people and tell them that it's so much cheaper than creamer and tastes better - plus it makes them healthy whereas creamer will give them cancer.
For vitamin people...well I think we've been misreading who these are. People who care about vitamins are already too healthy to use a standard multi-vitamin. They have their own supplement stack they've developed over years. We should be targeting the couch potatoes of the world. People with an interest in fast food, or specific chains like Wendy's, BK etc. Our messaging can basically be, "are you lazy af but want to get 1% healthier? Drop this in your coffee and go." It feels like that's the multi-vitamin demographic.
If we run out of other stuff, I think we could try those two streams.