BAGGU
Baggu
Objective:
Establish Baggu as the reusable bag consumers actually use.
Target:
Sustainable Stylists
These are millennial-aged women who are passionate about the fashion world and the actual earth too. Sustainable Stylists are particularly drawn to quality products that are ethical, cruelty-free, and eco-friendly. Although they aren’t likely to make major lifestyle changes to save the planet, the knowledge that they support moral brands is validation enough. They take weekly trips to Trader Joe’s and post about it on their Instagram story. They have carefully curated their wardrobe and like it to reflect who they are. Maybe you’ve even seen their #OOTD posts. They probably shared Greta Thunberg’s video, even though most of their friends already did. Essentially, Sustainable Stylists are want-to-be influencers.
Strategy:
““For the Sustainable Stylists who like being validated for their style, Baggu’s Reusable Bags provide fashionable sustainability that they will want to show off and never forget.”
”
Big Idea: The Bag That Screams You
Video Spots
