After spending time getting to know the varied set of users; BKWLD learned that they had many interests and values that aligned with CB&C. The trick was targeting the right content, and the right user. Their user strategy concept included building an algorithmically-driven predictive platform for serving targeted lifestyle content next to focused product recommendations.
BKWLD pushed their thinking to the limit while defining the whats, whys, and hows of how all this content was supposed to connect with users, give them a reason to come back and—of course—translate into indirect or direct sales of CB&C products.
Not only did CLIF want a mechanism for talking about their products, but—just as importantly—they also wanted to find a genuine way to talk about themselves as the lifestyle brand that they—and millions of their customers—already thought of them as. BKWLD ultimately helped them be them, which is really all they ever set out to do.