Skidz brainstorm as agency readies pitch

Agency teams are working on their pitches for the Skidz account. This blog got exclusive access to a brainstorm in one of London’s leading creative shops. 

You’ll remember that I shared a brief for a start-up focused on the pants market last month. I’m following a team as it prepares its pitch response. Here are the notes from a recent brainstorm.

Defining the challenge

  • Skidz is the Uber of men’s underwear. It’s a marketplace with global ambition for the supply of male undergarments including briefs, boxer shorts and traditional Y-fronts.

  • Skidz’s purpose is to empower men to lead healthy lifestyles and realise their full potential.

  • Purpose is paramount. Indeed it’s more important that profit for millennials. They’re a critical target demographic.

  • Pant savvy consumers want meaningful experiences first and great products second. Life doesn’t have to be pants. Skidz is also keen to support mental health initiatives.

  • The market for pants in the UK is approximately 60 million pairs per year. Skidz is aiming for 30% market share in year one.

Context and assumptions

Our content strategy needs to engage consumers with a fresh-pant-out-of-the-box feeling. 

We’ll need to tell a data led story that engages consumers at an emotional level. How do we make Skidz the hero of our consumer’s pant buying story? What’s the tragedy in the narrative?

CREATIVE TEAM: dirty pants are the tragedy and Skidz is the hero

Skidz are more than just pants, they’re a life philosophy. How do we give people transformative moments of mental stealth through the medium of pants?

Paid, Earned, Shared and Owned (PESO) planning

Mobile and digital only. It’s an issue of demographics. Newspapers and television are for old people. Pants are a young person’s thing.

The media mix should favour low-cost reach. For this campaign, that’s a polycotton blend, like the best margin pants (65% TikTok, 30% Instagram, 10% Twitter and 5% other)

PLANNING TEAM: This adds up to more than 100%!?!

Creative ideas

AR will come out of the trough of disillusionment in 2020. Let's get ahead of the curve and build an AR app for your future pant purchase.

CREATIVE TEAM: use scamps in the pitch deck showing a woman pointing a phone at a man and seeing his pants - this is countercultural and should be in line with the ASA’s guidelines on gender stereotypes.

The campaign needs to be modern. It should be influencer-led. We need contrary talent that lives our brand values.

PLANNING TEAM: We’ll investigate Dadbod influencers.

The digital pants community is a huge opportunity. Let’s ask our consumers to co-create content – the Skidz mark – around the brand conversation.

ACCOUNT TEAM: love this creative idea.

Extend the existing Instagram campaign as part of the customer journey: #underwhere for pre-purchase and #underhere for post-purchase.

TikTok is almost bigger than LinkedIn and Twitter combined with 800 million monthly active users. That’s a huge audience for the Skidz pants challenge.

DIGITAL TEAM: campaign hygiene – would pants suit vertical ad formats?

Skidz is about so much more than pants. Let’s make our mark on the community and planet by offering a limited-edition hemp range and a second-hand pants charity pop-up.

With thanks to Karan Chadda, Adam Mack, Mark Pinsent and Sarah Waddington for pant-based inspiration.

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