HOW THOUGHTFUL GOT TEXTED BACK

  • WHAT THEY NEEDED

    A culturally-connected way to engage and re-engage users over text.

  • WHAT WE DID

    Make sure the first-ever AI-powered thoughtfulness influencer wasn't left on read.

  • WHAT THEY GOT

    A content strategy with dozens of brand-chises for on going content creation and a meme template tool kit.

  • HOW WE DID IT

    DAY 1: DISCOVER

    Thoughtful is a service that uses an AI chatbot, named T (a persona we created in a previous Beer Run), to help people stay on top of important moments and keep in touch with important people. We spent time with the Thoughtful team to make sure we fully understood where users were dropping off and what type of messages were successful at getting them to re-engage. Then we mapped out a user journey that captured all the ways a user could get stuck trying to be more thoughtful.

  • HOW WE DID IT

    DAY 2: EXPLORE

    First, we got inspired by sharing examples of the most screenshot-worthy content across all channels and platforms. Then, we brainstormed dozens of ideas for content franchises ranging from disruptive to fully unhinged.

  • HOW WE DID IT

    DAY 3: UNLOCK

    We chose a short list of winning Brandchise ideas including “Graphic Ts” (memes that inspire engagement), “Spilling the T” (polarizing questions about how to handle thoughtfulness conundrums) and “ClickbaiT” (T teases third party content you have to react to get the link to.)  

  • HOW WE DID IT

    DAY 4: ACTIVATE

    We brought our brand-chises to life by developing many example messages for each and creating a bank of dozens of memes for T to share with users.  We also developed a content calendar and testing agenda, as well as a loyalty system where T rewards user engagement with gold stars and compliments.

  • HOW WE DID IT

    DAY 5: VALIDATE

    We validated our Brandchises with the Thoughtful team and  by using Anthropic’s Claude3 LLM to test our ideas with the established T persona we created. Finally, we created a Brand-chise toolkit including Canva templates so that the Thoughtful team and their partners could easily create content within the Brand-chise.

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