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WHAT THEY NEEDED
A strategic and creative partner to match the pace of their innovation.
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WHAT WE DID
6 Beer Runs for 6 pivotal moments on their march to launch.
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WHAT THEY GOT
A Brewprint for a Gen-Z brand as game-changing as the AI behind it.
HOW WE DID IT
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BEER RUN 1
We used our Brand In A Can framework to reposition Thoughtful from a daily wellness app for millennials to a secret weapon for Gen Z navigating life’s trickier moments.
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BEER RUN 2
We created T, the first-ever always-on thoughtfulness influencer. This persona served as the foundation for Thoughtful’s AI chat experience and set the tone for the brand’s future.
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BEER RUN 3
We developed a playbook of prompts and push content that made sure T was never left on read. By relating to users’ anxieties, sharing memes, and speaking like a trusted friend, we were able to keep users regularly engaging with T.
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BEER RUN 4
We crafted a new brand narrative to articulate T’s unique value proposition and launch communications to introduce T to beta users and investors.
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BEER RUN 5
We created a bold new brand visual identity tailored for Gen Z, featuring a dynamic logo, youthful color palette, and an engaging website that brought T’s personality to life.
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BEER RUN 6
We created a brand mascot to embody the T persona, the most emotionally intelligent being ever created. T is an iconic and viral character that's equal parts friend, life coach, and hype person.
OVERHEARD
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MY FIRST BEER RUN WAS AWESOME! BWF really gets how modern brands want to work with agencies. They are super flexible, fast, and fun. Dana and James brought the expertise I needed and were very collaborative problem solvers. I'm proud to be in the BWF 6-Pack Club!
