Beagle: Social Media & Email Campaign
Agency: Urban Pixels
Ambitions to use artificial intelligence to change "social networking" from passively observing the world to actively experiencing and participating in it, but lacked a clear focus and reason to exist.
Identified three potential target audiences and conducted surveys to understand gaps and market opportunity.
Conducted brand workshop to develop a strong, differentiated and clear value proposition.
Tested multiple concepts to guide product development with narrow feature-set, based on biggest pain points.
Developed vision, mission and brand architecture along with the elevator pitch.
Created launch materials, including website, emails, in-app copy and social media campaign.
Without an advertising budget we surpassed our most optimistic estimates for app downloads, within the first three months of launch.
The founders asked me to join their advisory board.
*Note: the designer and my creative partner on this project was Kanad Banerjee.