Brand Strategist
BrandNewNoise is small company that makes quirky musical toys.
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Music producer Richard Upchurch wanted to gift his nephew a mixing console for Christmas. But music recording equipment is super complicated. And expensive. So Richard crafted a stripped-down synthesizer machine. The toy was a hit. Now Richard's got a business.
The Ask
BrandNewNoise sells their products in toy stores. Richard is looking for an affordable way to grow brand awareness so he can start selling D2C from his site.
How We Got Smart​
1. We asked kids.
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In music class, 4th graders recorded instruments and played with the music box like an action figure.
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The music teacher said the instrument would be good for kids of all ages.
2. We asked parents.
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"My children's favorite toys develop their creativity. They love Minecraft and Roblox."
- Rebecca (Mother of 4)
3. We asked pros.
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"These toys are a great [tool] to reengage your creative side."
- Jonathan Russell
(The Head and the Heart)
What We Found
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BrandNewNoise makes tools for the musician in every kid, and for the kid in every musician.
Playtime isn't just important for kids. BrandNewNoise helps anyone stumble upon discovery.
Professional musicians can't force the creative process. When making a song, rest and play are key for discovery. Just like a kid bored with their toys, audio engineers get burnt out and stuck. So many surround themselves with opportunities for playtime.
Opportunity
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For musicians looking to switch things up, BrandNewNoise helps you unplug and find inspiration through play.
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If we can get musicians to use BrandNewNoise and share moments of discovery, we can raise awareness and drive traffic online.
The creative process for Musicians isn't that different from kids.
"It's called playing music. You are playing. It's very childlike."
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- Jonathan Russel
Social Media Campaign - Discover Your #BrandNewMoment
Social media opens up a window into the creative process, drumming up more interest in the play that leads to musical discovery.
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Fans want to see the discovery, and many musicians enjoy sharing their creative process.
Pull back the curtain.
Charlie Puth "Light Switch"
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Found sound (n.)
Sound recorded from common objects in the environment without being specially prepared or induced.
brandnewnoise Oh, the sweet sound of a #BrandNewMoment!
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The Head and the Heart's @JonathanRussel started with just a hum and a #LoopyLou voice recorder, but he ended up with a whole song.
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What are you creating today?
Start trending with Duets.
TikTok duets are a familiar and intuitive way to layer various users' found sounds.​
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Celebrity customers can post their #brandnewmoments and encourage fans to collaborate and harmonize with them.
Go Viral.
A social media trend is a low lift way for us to leverage our impressive base of celebrity users.
Get Visible.
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Social media shows off the product more than current packaging and display positioning in physical retail locations.
Build a D2C Sales Pipeline.
Podcasts and TikTok are sources of inspiration for musicians, and both platforms are efficient at directing shoppers to websites.
The "Loopy Lou" analog sampler gets overlooked in traditional toy stores.
Pros already love us. Let's lean into that more! Musicians are more willing than parents to shell out $85 for our sampling/ mixing toys.
Recap
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We're repositioning BrandNewNoise from a toy for kids to a tool for musicians, and leveraging our celebrity musician network and strategic digital placements to drive digital sales.
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BrandNewNoise isn't the name of the toy. It's the moment it creates.
BrandNewNoise isn't just for the musician in every kid, it's for the kid in every musician.