Some of our favourite student work from our previous Sweathead Strategy Accelerator
Best Strategy
‘s
Student �Homework
Intro
We ran our first accelerator in 2021. We’ve had hundreds of students come through and we wanted to share some of their work.
In the accelerator, we spend 4 weeks teaching students the Four Points framework, linear and lateral thinking, the power of problems, how to write insights, and how to write strategy.
The final assignment involves doing 3 Four Points, writing a strategy story, and completing a creative brief.
The following student work works because the thinking is:
1. Simple,
2. Clear-headed,
3. Full of short words,
4. Riddled with lateral thoughts,
5. Captivating.
Our next accelerator is happening in October, 2024.
It’s a 4-week virtual strategy training where you can sharpen your fundamental strategy skills with other strategists around the world, and apply them to an assignment just like the ones in this deck.
For more information, check out our website.��
What this work doesn’t do is:
1. Bore,
2. Share too much info,
3. Use corporate language,
4. Fail to focus on one theme,
5. Try to do too much.
07.
Ana Grigorovici
Table of contents
14.
James Cardona
22.
Jimmy Ryals
29.
Lauren Pearson
Lily Ronon
44.
Selma Makui
Marilyn Garman
56.
Michael Vassos
Table of contents
82.
Davy Qian
Margarett Cortez
Glenn Vervoort
Tristan Otto
90.
Ivania Samayoa
More info here
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Hi,
My name is Mark Pollard (@markpollard). �
I run Sweathead. Sweathead started as a Facebook Group and podcast five years ago and now has a team around the world making strategy classes, events, and conferences happen.
You can watch a
I’ve worked in and around agencies since I was 19. �I started out doing Internet things then �I became an account planner at Leo Burnett in Sydney at 28.
I’m twelve years into New York. I’ve run strategy teams and departments here.
Companies like The Economist, Twitter, Euronews, Complex, and many more have hired me to do strategy with them.
I’ve taught strategy to thousands of people around the world.
About Me
Sell Mailchimp to marketers who aren’t confident with email systems
Brief 1
MAILCHIMP
The Brief:
Ana Grigorovici’s strategy to sell Mailchimp to marketers who aren’t confident with email systems
Marketers get stage fright when presenting new ideas.
With stage fright, the fear plays out bigger in your head.
Mailchimp offers you the latest AI backing for you to stage your play.
We’ll show that Mailchimp can help you put on a good show.
Four Points�Framework
We perform under a lot of stress. Timed reports, numbers anxiety, messages that must convert, shout louder, now whisper, scale up, scaled down, sound professional, don’t sound too professional, aim higher, not so high, bring in new customers, keep the old ones happy, stay on top of all the trends, but most of all we need new ideas, so come on chop-chop, what you got? No wonder we have stage fright.
Strategy Story
Ana Grigorovici’s strategy to sell Mailchimp to marketers who aren’t confident with email systems
Marketing has now become less of an improv gig and more of a play in many acts. We thought we needed new tools, but what we need is a whole new cast. The work of many, backstage.
To get some confidence back and leave stage fright behind, we’re going to need a best-in-class supporting act. An act that does what the rest can’t, which in marketing is....well... everything!
Other actors say they can deliver it all, but Mailchimp comes in at number one. Upstaging all other all-in-ones. Simple to use even for the understudy. Best at matching scripts with audiences, and supporting us to make our creative debut.
It will help us set up the stage, manage the crew and take care of the lighting. It will queue up the right backdrop, and whisper our lines when we forget them, (hey we all get forgetful sometimes...) we’ll even let it chat to our other crew to get insights on the audience.
Strategy Story
Ana Grigorovici’s strategy to sell Mailchimp to marketers who aren’t confident with email systems
Its tools use the latest in automation and predictions so no need to fear the decision drama. We’ll have all the backup we need to present ourselves in the best spotlight.
Mailchimp will be the ultimate stage manager to help us get it all done at speed and scale. So we write, plan, and perform with confidence to put on a great show. Let’s deliver a performance that leaves a lasting impression.
Audience:
Marketers who may or may not already use Mailchimp for email marketing and automation. They are time-poor multi-taskers with multiple workstreams. They first and foremost want to do a good job and will go the extra mile to impress with their skills and knowledge. Comfortable with digital tools, very likely to adapt to new features and updates in the Mailchimp platform. They are open to trying new techniques and trends, making them receptive to new and creative email marketing strategies.�They want efficient automation tools to save them time and effort. They like word-play, clever TV shows about billionaires and read Twitter like a book. They hang out on LinkedIn a lot and want to be visible and credited for their hard work. They can battle with imposter syndrome.
Ana Grigorovici’s Creative Brief
Mailchimp
Hypothetical
Brief:
Proposition:
Mailchimp sets your stage up for success.
Ana Grigorovici’s Creative Brief
Mailchimp
Mailchimp converts more customers at scale and drives more traffic and sales by setting up automations that trigger emails based on customer behaviour with the Customer Journey Builder.
Irreverent, not afraid to point out the elephant in the room. Solution-focused, highly approachable.
Proof:
Tone:
Increase upgrade or new business for the Premium Mailchimp Memberships by 20%.
Success:
Initially, a campaign series with an idea that can stretch from television into online video, pre-rolls, social posts, out of home, a stunt, PR, and into the trade.�Communications plan to come.
Deliverables:
Logo. Product use. �Colour palette - screens
Mandatories:
Hypothetical
Brief:
Ana Grigorovici’s�Strategy to sell Mailchimp to marketers who aren’t confident with email systems
The problem is clear and provocative.
The insight opens up the theme in the problem statement.
The advantage connects to the theme in the problem and insight.
The argument is strong and there is evidence to support it.
What works in this strategy:
Mailchimp
Hypothetical
Brief:
How can Burning Man start to ditch their association with being bad for the environment?
Brief 2
BURNING MAN
The Brief:
James Cardona’s strategy to help Burning Man start to ditch their association with being bad for the environment
The original festival goers no longer feel welcome in the desert
In the dark of the desert, your morals shine brightest
The spirit of the festival blazes bright for all to see
Show that Burning Man still cares about its humble origins
Four Points�Framework
Since 1991, revellers have made an annual pilgrimage in their thousands to the Black Rock Desert for an artistic enlightenment known as Burning Man Festival. What started out as a form of counter-culture and self-expression has now turned into the Instagram event of the year.
It’s safe to say that rich people are taking over the desert.
Celebrities, influencers and silicon-valley CEOs arrive in helicopters, private jets and RVs, kept cool in the desert heat by gas-guzzling generators and cooling systems.
Strategy Story
James Cardona’s strategy to help Burning Man start to ditch their association with being bad for the environment
This has caused a spike in protests and demonstrations about Burning Man’s footprint and emissions. These deadlocks are caused by those with the dreadlocks. You know the ones. If they choose to wear clothes, they wear clothes made of hemp. They have those shoes that have a space for each individual toe and they sing Kumbaya around the Pre with their eyes closed. This is how Burning Man caught Pre. But, these earth-lovers and climate protestors feel they’ve been priced out and forced out of their own community and that Burning Man has forgotten its true identity.
To counter this, Festival Organisers have promised to go carbon-negative by 2030 but it’s hard to be green in the dust. With unsuitable waste disposal facilities in such a remote location, the festival’s “Leave No Trace” mantra is hard to enforce and the charred remains of the burned art installations litter the beautiful landscape.
Strategy Story
James Cardona’s strategy to help Burning Man start to ditch their association with being bad for the environment
Burning Man doesn’t simply need to provide more trash cans and ban private jets at the temporary festival airport. It needs to brush all that desert dust off its very core. Festival Organisers need to remember where it came from and give the party animals, the tree huggers and all the varied souls of Black Rock City a feeling that they belong. After all, the desert has no boundaries.
Audience:
The New-Age Hippies. Think Woodstock meets Greta Thunberg. Their ages might vary wildly but their commitment to the planet is uniPed and faultless. Their hair is slightly longer than it should be and they aren’t afraid of a slogan t-shirt saying something like “Make Love, not War”. If they’re even wearing clothes today, they’ll be made of hemp. They love the great outdoors and will do all they can to protect it.
James Cardona’s Creative Brief
Burning Man�Festival
Proposition:
The Burning Man spirit still burns bright
A sweaty sleep under the stars has been replaced by shiny RVs and air conditioning. They’ve even created a temporary airport for the private jets and helicopters. But when the sun goes down and the Pres blaze bright, all spirits are welcome in the golden desert light.
Proof:
Hypothetical
Brief:
James Cardona’s Creative Brief
Burning Man�Festival
Earthy with a hint of incense. Not a single single-use-plastic in sight. �Humble and honest.
Tone:
Fire. Euphoria. The Desert. A strong sense of community.
Mandatories:
A campaign idea that can straddles both the digital and physical. The pre-festival content needs to drum up excitement and belief but this campaign needs to also manifest itself in the desert with stunts, installations and a community programme.
Deliverables:
Increase positive sentiment about the festival by 25% and reduce climate protests. This campaign needs to show Burning Man as the ‘Climate Phoenix’ rising from the ashes of a burnt art installation.
Success:
Hypothetical
Brief:
James Cardona’s Strategy
Burning Man�Festival
It’s clear-headed - there are few big words.
It paints a picture - e.g. “gas-guzzling”.
It’s honest about the problem the rich are taking over and, for some, it’s killing the vibe.
It builds on something already in the brand - the spirit.
What works in this strategy:
Hypothetical
Brief:
James Cardona’s Strategy
Burning Man�Festival
The strategy could speak back to the problem of “Burning Man is bad for the environment” more specifically - i.e. What does “its true spirit” mean? Say it.
Words like “spirit” can feel too poetic and abstract but they work here.
What could improve:
Hypothetical
Brief:
How can McKinsey unveil their AI tool in a way that doesn’t undermine the importance of the work that their consultants do?
Brief 3
McKINSEY AI
The Brief:
Jimmy Ryals’s strategy to help McKinsey unveil their AI tool in a way that doesn’t undermine the importance of the work that their consultants do
People fear AI. Almost as much as they fear failure.
People love other people’s failures, and Lilli is AI trained on other people’s failures.
No one’s learned more from failure than McKinsey and now Lilli
Show that McKinsey Lilli is the fastest path to profiting from others’ failures
Four Points�Framework
McKinsey is a massive management consultancy, and Lilli is its new generative AI.
We need to get people to see the value of Lilli without diminishing the actual consultants who do the work. People are fearful of AI and suspicious of big consulting firms, and a combination of the two is concerning.
Strategy Story
Jimmy Ryals’s strategy to help McKinsey unveil their AI tool in a way that doesn’t undermine the importance of the work that their consultants do
The traditional approach to marketing a consulting firm-brandishing intelligence and authority-walks right into those anxieties. It’s not the way to go here. But there’s opportunity in appealing to a bigger, adjacent fear: failure.
People are terrified of their own failures but oddly fascinated by others’. Every consulting engagement expresses that primal fear, and a connected hope that the awful experiences of others may hold meaningful lessons. Lilli is trained on failure: more than 100,000 documents and interview transcripts from 97 years of McKinsey client engagements. With Lilli as researcher and a McKinsey consultant as analyst, clients get all the benefits of “fail faster” at scale, with none of the actual failure.
Strategy Story
Jimmy Ryals’s strategy to help McKinsey unveil their AI tool in a way that doesn’t undermine the importance of the work that their consultants do
McKinsey shouldn’t run from associations with a loaded idea like “failure.” Broached with the right tone--straightforward and earnest, but a little playful--this approach is an opportunity to acknowledge how past failures (even their own) build future successes.
Audience:
The Schaadenfreuders. They love postmortems, chuckling nervously at competitors’ disasters, guffawing at epic fail videos, and mining the stories of others’ Ls in the hope it will prevent their own.
Jimmy Ryals’ Creative Brief
McKinsey AI
Proposition:
Lilli by McKinsey builds your success on your competitors’ failures.
McKinsey has a long, storied history. It became a top-3 consultancy by learning from legions of customer mistakes and dozens of their own. There’s no teacher like failure, and Lilli is generative AI trained by all that failure. With research from her and insight from actual McKinsey consultants, customers will find novel solutions faster.
Proof:
Hypothetical
Brief:
Jimmy Ryals’ Creative Brief
McKinsey AI
Forthcoming and earnest, but a little playful.
Tone:
Logo. Brand guidelines.
Mandatories:
Initially, a campaign idea that can stretch from television into online video, pre-rolls, and PR.
Deliverables:
Increase awareness among the target audience.
Success:
Hypothetical
Brief:
Jimmy Ryals’ Creative Brief
McKinsey AI
Hypothetical
Brief:
It’s cheeky and appeals to the corporate ego.
It’s surprising but deeply true.
There’s a lot of research in education about how mistakes are how we learn.
What works in this strategy:
How can Mattel promote its cinematic universe?
Brief 4
MATTEL
The Brief:
Lauren Pearson’s strategy to help Mattel promote its cinematic universe
Mattel will “ruin” people’s childhood nostalgia with new creative spins.
Adults want to hold onto the pure version of a childhood they once knew.
Mattel sells the toys that many people know and love from their childhood.
We’ll show that telling new stories is what Mattel toys—and all toys—were made for.
Four Points�Framework
Mattel seeks to create a cinematic universe through the addition of 14+ films beyond Barbie, which was a record breaking hit in summer of 2023. The movie didn’t just succeed at the box office, but in the sale of boxes—toy boxes that is. However, the very people who grew up with Mattel’s toys are the most skeptical of seeing more of them take the big screen.
With any film adaptation of a beloved object from one’s childhood, there is anxiety about whether it will either a) disappoint them or b) “ruin” the pure, unaltered version of a childhood pastime they once knew.
Strategy Story
Lauren Pearson’s strategy to help Mattel promote its cinematic universe
This is why people ultimately defend their nostalgia in the form of a dramatic comment section—to hold onto memories and moments exactly as they happened.
As a result, Mattel must assure audiences that they are writing good stories, not overwriting good memories. To do this, nostalgia must be clearly revered, respected, and understood. We cannot play with people’s emotions. However, we can play with toys. In fact, this is what they were made to do.
What makes a toy special isn’t merely what it looks like, but what a child does with it—the stories they develop, the worlds they create. Mattel’s cinematic universe is respecting the true nature of what toys unlock, which is imaginative storytelling. Barbie on her own is just Barbie. But Barbie in a kid’s hands is suddenly Barbie on a horse riding toward her wedding day, or Barbie exploring the enchanted forest that exists under the kitchen table.
Strategy Story
Lauren Pearson’s strategy to help Mattel promote its cinematic universe
Mattel’s cinematic universe will allow adults to reenter something very sacred from their childhood—the power of playtime. And playtime with Mattel toys isn’t something new. Our audience is simply kids who grew up. While they don’t have time to dig into their old toy chests anymore, Mattel does.
In fact, Mattel has the time to play with ALL of their favorite toys at once, which is precisely how kids play. It is not uncommon for Hot Wheels cars to show up in a Polly Pocket playtime, or vice versa. The highly successful Toy Story films proved this to be true, as a cowboy and an astronaut—seemingly opposite genres of toys—were best when together.
Strategy Story
Lauren Pearson’s strategy to help Mattel promote its cinematic universe
So a cinematic universe, when all toys can co-exist in the same world, is exactly how Mattel toys were meant to be played with. The only difference is that Mattel has the time to develop the stories, whereas the kids-turned-adults can simply enjoy them. Mattel is telling new stories with the same toybox—yours.
Audience:
Kids who Grew Up. These are millennials, Gen X, and older Gen Zer’s who are very protective of a childhood that felt simpler and calmer than what’s happening in their life now. They want an entertaining escape from “adulting,” but also do not want to see their nostalgic toys portrayed in a way that taints any good memories. They are not afraid to voice their opinions on social media should they be disappointed.
Lauren Pearson’s Creative Brief
Mattel
Proposition:
Mattel toys were made to be played with.
Proof:
The very function of a toy is to be played with. When a child plays with a toy, they create new stories and worlds using their imagination. Mattel’s cinematic universe models and honors this pure childhood activity by “playing” with toys to create new stories too. The success of Toy Story films showcases that this is a universal, beloved concept by audiences. However, Mattel toys are already beloved on their own.
Hypothetical
Brief:
Lauren Pearson’s Creative Brief
Mattel
Evoking the wonder of childhood playtime, child eye-level views, childhood bedroom or backyard imagery, wholesome/feel-good environments, the freeing feeling of being a kid again.
Tone:
Logo. Mattel toys used in play. Flashes of scenes from Barbie and other movie projects. Brand guidelines.
Mandatories:
A campaign idea that can stretch from television into online video, pre-rolls, social posts, unique out of home, PR, and activations.
Deliverables:
Increase online positive sentiment toward the Mattel cinematic universe by 20%.
Success:
Hypothetical
Brief:
Lauren Pearson’s Creative Brief
Mattel
Hypothetical
Brief:
The problem is provocative - Mattel might “ruin” childhoods.
The problem and insight create good tension - how we think about our childhoods versus how childhoods are.
The advantage is true enough - but it moves away from the tension already established.
The strategy needs to bring through the theme in the problem and insight. “Telling new stories” feels safe and doesn’t connect to point 2 above.
Observations about this strategy:
Lily Ronon’s�strategy to help Mattel promote its cinematic universe
These movies will be stupid
Stupid things can be fun
Mattel encourages stupid amounts of fun
Show that more Mattel movies mean more excuses for some good ole stupid fun
Four Points�Framework
Mattel is launching a cinematic universe set around their vast portfolio of toys and games. However, initial reactions from the audience have been less than enthusiastic, with calls for the project’s cancellation before it even begins. We need to get people to change their perspective to see the potential for these movies to be truly entertaining.
People who grew up with these toys, and who’s children may be playing with them, think these movies will be stupid.
Strategy Story
Lily Ronon’s strategy to help Mattel promote its cinematic universe
These ‘Mattel Playtime Pioneers’ think it is excessive. They doubt that Mattel can replicate the success of Barbie, which had a remarkable cast, talented director, clever script, cultural relevance, and generated significantly more hype with the timing that launched ‘Barbenheimer’ craze. In their eyes it is a money grabbing and just a ploy to sell more toys that will ultimately fail.
In a world where we are often weighed down by serious issues and inundated with bad news, there is a desire for the simplicity and fun of childhood. These movies could, in their own way, offer a break from the seriousness of the outside world.
Strategy Story
Lily Ronon’s strategy to help Mattel promote its cinematic universe
Mattel has always encouraged stupid amounts of fun. From ‘Hot Wheels’ to ‘Polly Pocket’, ‘American Girl’ to ‘Masters of the Universe’ there’s a toy for everyone, and each choice carries cherished memories. If there is one thing we learned from Barbie, Mattel knows how to do it big and have stupid fun.
Campaigns that show Mattel are all about being stupid fun. Let Mattel be the source of joy we are missing in our everyday. Each time a movie is being released it makes you say “oh that’s stupid fun”
Campaign Idea�Stupid Fun
Lily Ronon’s strategy to help Mattel promote its cinematic universe
We’ll infuse stupid fun into everyday by creating interactive AI driven partnership opportunities that bring the movie’s main characters out from behind the big screen in unexpected ways. Partner with Gorillas to open a virtual bodega run by ‘Polly Pockets’ who will fulfill your grocery list or ‘American Girl’ dolls singing the national anthem at the Super Bowl. It’s stupid, but it’s fun.
Communications Idea
Audience:
Mattel Playtime Pioneers are adults who grew up with Mattel toys. They are in their late 20s and 30s navigating adulthood the best they can in a connected world that can constantly feed them bad news. They are still kids at heart and enjoy finding the fun in everyday, outside of their 9-5s. If they have kids, Mattel toys are a go-to when choosing gifts. They feel a sense of nostalgia in seeing their kids’ imaginations grow with the same toys that unlocked their own.
Lily Ronon’s Creative Brief
Mattel
Proposition:
Mattel makes stupid fun.
Proof:
Mattel brands are created for kids to have fun, by empowering the next generation through play
Hypothetical
Brief:
Lily Ronon’s Creative Brief
Mattel
Funny, cheesy but with wit and sarcasm. Let it be silly, it’s all in good stupid fun
Tone:
Relevant movie brand colors, tone, aesthetics, and characters
Mandatories:
360 Campaign across OOH, OLV, social, digital, and on-ground brand experiences
Deliverables:
Ticket sales, positive chatter
Success:
Hypothetical
Brief:
Lily Ronon’s Strategy
Mattel
It’s mischievous, honest, and focused.�The mechanics of it work - i.e. there’s one theme with a little flip.
What works in this strategy:
Some of the words in the brief and strategy story could be simpler.
This is solid - a creative team could work off it but we could also put this strategy up on the wall, go again, and try to beat it.
What could improve:
Hypothetical
Brief:
How can LinkedIn get writers from X & Instagram to try out LinkedIn as a platform to post their thoughts?
Brief 5
The Brief:
Selma Makui’s�strategy to help LinkedIn get writers from X & Instagram to try out LinkedIn as a platform to post their thoughts
LinkedIn is too serious.
But hey, taking your creativity seriously can make it a legit profession.
You’ll find other folks on LinkedIn who take creativity just as seriously as you do.
Let’s make LinkedIn the bridge where your creativity meets the professional cred it deserves
Four Points�Framework
The challenge at hand for LinkedIn is to effectively attract writers from platforms like X and Instagram, who might perceive the platform as primarily tailored for professional networking rather than as a conducive space for creative expression.
The perceived seriousness and business-oriented nature of LinkedIn may create a barrier, deterring these writers from exploring the platform as a viable avenue to share their creative ideas and thoughts.
Strategy Story
Selma Makui’s strategy to help LinkedIn get writers from X & Instagram to try out LinkedIn as a platform to post their thoughts
Overcoming this perception and fostering an environment that encourages diverse forms of expression while maintaining its professional ethos is crucial for LinkedIn to establish itself as a welcoming and inclusive platform for creative professionals seeking to expand their online presence and engage with a broader audience.
Audience:
They’re young creatives and entrepreneurs.
Selma Makui’s Creative Brief
Campaign Title:
“Creativity Meets Credibility”
Campaign Idea:
Find Your Creative Potential on LinkedIn.
Introduction:
LinkedIn, known for its professional networking, is no longer just for suits and ties. It’s time to change the narrative and embrace creativity as a vital part of professionalism. We believe that by taking your creativity seriously, you can transform your passion into a legitimate profession. And you’re not alone on LinkedIn, you’ll find a thriving community of professionals who share your enthusiasm for creativity.
Hypothetical
Brief:
Campaign Concept:
Our campaign, “Creativity Meets Credibility”, invites all creative minds to LinkedIn. We want to show you that this platform is not just about business, it’s about embracing your creativity and giving it the professional recognition it deserves.
Selma Makui’s Creative Brief
Key Messages:
Hypothetical
Brief:
Selma Makui’s Creative Brief
Hypothetical
Brief:
The mechanics work - i.e. the Four Points has been applied well.
The main theme - taking your creativity seriously - works.
“Creativity meets Credibility” is solid - and…any time we see 5-syllable words together like this, we’d try to rewrite them in a simpler way. But it’s a solid start.
Observations about this strategy:
Marilyn Garman’s�strategy to help LinkedIn get writers from X & Instagram to try out LinkedIn as a platform to post their thoughts
LinkedIn is a fake place.
Fake it long enough, and it becomes real.
LinkedIn has what you need to fake it long enough for it to become real.
We’ll show that LinkedIn is�THE platform for real-fakers.
Four Points�Framework
From its humble beginnings as the world’s first online ‘Rolodex for professionals, LinkedIn has evolved into a powerful tool for career growth and development. As the user base continues to expand, so does the presence of fake accounts and spammers. However, this should not overshadow the immense potential that LinkedIn holds for emerging professionals like you, who are seeking new opportunities and growth in their careers.
Strategy Story
Marilyn Garman’s strategy to help LinkedIn get writers from X & Instagram to try out LinkedIn as a platform to post their thoughts
Just as fake accounts are on the rise, so are emerging professionals using the platform to try something new. These are the folks who always talk about big ideas, a work-life that resonates beyond the conventions of a nine-to-five grind, that seek to serve a purpose and borderline to the brink of obsession. They may not have the credentials or the prequalification to enter their chosen field quickly, but they’re not afraid to put in the blood, sweat, tears, and sleepless nights to get to wherever ‘there’ is.
These are the real fakers. They don’t just talk the talk; they walk the unconventional, unpaved path in dogged pursuit of making it. They fake it, until they become it.
Other social media platforms focus on entertainment and commercial endeavors more than professional networking, business launching, or career development.
Strategy Story
Marilyn Garman’s strategy to help LinkedIn get writers from X & Instagram to try out LinkedIn as a platform to post their thoughts
But at LinkedIn, we’re positioned to help the ‘fakers’ become real in the most meaningful ways. We don’t need to change the model to grow our user base; we need to front the successes of the real wins that began from those who knew faking it consistently and earnestly could make it happen.
* Based on LinkedIn user reviews on Reddit and gathered secondary research.
Audience:
The real-fakers. The hustlers and grinders with a dream in mind and the grit to make it happen.
Marilyn Garman’s Creative Brief
Proof:
The stories of users that started publishing a networking on the platform with a vision or an aspiration that have now been able to leave their grind to run their own business.
Proposition:
LinkedIn helps the real-fakers succeed.
Hypothetical
Brief:
Marilyn Garman’s Creative Brief
A new take on rags-to-riches where the new rich is finding your purpose.�The language is aspirational, and evokes the message that your ambitions can become real if you’re willing to fake it long and hard enough.
Tone:
Logo. Brand guidelines. Success stories from real users.
Mandatories:
Initially, a digital campaign idea that can stretch from online content to mass market mediums, social posts, out of home, an event tour, PR, and into the trades. Communications plan to come.
Deliverables:
Success:
Hypothetical
Brief:
Marilyn Garman’s Creative Brief
Hypothetical
Brief:
It starts with a true problem - a lot of people “don’t want to be that person”.
The strategy reflects a reality - fake it until you make it.
When we use paradoxes in strategy (here, “real-fakers”), we risk feeling smart but we also risk confusing people. So be careful with paradoxes.
The theme in the strategy would lead to a lot of interesting stories from LinkedIn users who’ve grown on the platform and created new livelihoods for themselves because of it.
Observations about this strategy:
Convince recently arrived migrants to learn the language of their new country
Brief 6
DUOLINGO
The Brief:
Michael Vassos’s�strategy to convince recently arrived migrants to learn the language of their new country
Learning a new language is a big commitment
Learning a language is a paper tiger
Duolingo makes Goliath look like David
Show that Duolingo is the simplest way to learn a new language
Four Points�Framework
Duolingo is an online language learning platform that offers over 100 courses for 40 different languages. We are looking for new Canadian migrants to use the service to learn English. This group is currently apprehensive as they feel learning a new language is a large commitment for reasons of time, difficulty, effort, money, etc.
The route to not take on this new language path is one that downplays the length of time it’ll take to learn a new language. Our audience is stuck in their ways.
Strategy Story
Michael Vassos’ strategy to convince recently arrived migrants to learn the language of their new country
They are someone who has lived their whole life in the same place, experiencing the same culture and has been doing so for a long time.
Only of late have they experienced a large change in their life, resulting in them winding up in Canada. Underselling them on the time it will take to master English is one that’ll frustrate their level of patience.
While time may not be on our side, difficulty certainly is. Learning a new language is a paper tiger.
Someone or something that looks powerful and menacing only to truthfully be tame and harmless. Learning a new language appears daunting. When the curtain is peeled back, a new language is simply different words and sounds and a level of consistency. Its menacing nature sends away those unwilling to try but for those who do, it’s a simple task that just takes time.
For Duolingo, the brand knows better than anyone that the tall task of learning a new language begins with the ability to try.
Strategy Story
Michael Vassos’ strategy to convince recently arrived migrants to learn the language of their new country
That simple step propels everyone forward in their quest to speak a new language. And if all someone has to do is try and the rest follows, then anyone can do it. DuoLingo is the catalyst to take the first step and let the rest of the walk fall into place.
Duolingo does not need to make learning a new language sound easy. It instead needs to show that it is. It needs to grab our stubborn audience through demonstrating the task of migrating alone is a greater challenge than learning the language could ever be. Duolingo can make any language simple to learn.
Audience:
The stuck-in-their-ways outsiders. This audience is a new Canadian migrant. Age 40-60; varying greatly in race, native language.
They have spent their whole lives in their home country and only recently, and many unexpectedly, have arrived in Canada.
They like their home language, culture, food and all that makes their country their own. They are unfamiliar with Canadian culture and are apprehensive of learning English.
They over-index on stubborn behaviour and believe that learning a new language is a big commitment.
Michael Vassos’ Creative Brief
Duolingo
Proposition:
To make language learning fun, free and effective for everyone
Hypothetical
Brief:
Michael Vassos’ Creative Brief
Duolingo
Duo HQ is located in Pittsburgh, the city of bridges, in the hopes that we can connect each other through language. With a team of 700 employees from over 30 different countries, DuoLingo strives to make every language feel accessible for every speaker.
Proof:
Been there, done that - We are dishing out real-talk, that languages are pretty easy if you stick to it. We wrote the book on how to learn a new language. Take it from us that we know better than anyone that you CAN do this. We are encouraging in a blunt way.
We are not aspirational. It’s not dreaming that you can do it, it is you absolutely can do it right now. We are not complex. We like to keep things simple around here.
Tone:
Hypothetical
Brief:
Michael Vassos’ Creative Brief
Duolingo
Logo; brand guidelines; signature owl mascot
Mandatories:
OOH campaign, Stunt & PR.�Coms: specific to neighbourhood/pocket areas of major Canadian cities. Targeting specific groups of people where one language dominates the area. Example, English x Hindi specific messaging in the Brampton area of Toronto.
Deliverables:
Increase new user account registrations by 10%
Success:
Hypothetical
Brief:
Michael Vassos’ Creative Brief
Duolingo
Hypothetical
Brief:
Good use of plain English.
The insight feels like a more useful problem. “Paper tiger”, daunting but harmless - this is the barrier preventing people from learning a language.
Careful with analogies and especially with multiple analogies in one strategy (“Paper tiger”, Goliath and David). Analogies always cherry-pick their meaning so, usually, it’s better to write what you mean.
The strategy statement could work harder - be more provocative, and talk back more directly to the problem. “Simpler” is too easy a way to answer back to “Yeah but I’m too intimidated to learn a new language”.
Observations about this strategy:
Margarett Cortez’s�strategy to convince recently arrived migrants to learn the language of their new country
The stresses of resettlement are making elderly refugees resistant to change.
Stress makes us seek comfort.
Duolingo is a gamified way of language learning, developed especially to motivate and entertain.
We’ll show that Duolingo is a fun game that helps you destress.
Four Points�Framework
DuoLingo is the most popular language learning app by monthly downloads as of March 2024 (Statista). The most learned language on the app is English for Spanish speakers, which demonstrates the app’s popularity with migrants learning their destination country’s language. But only 11.7% of total users are over 55 years old. How do we encourage elder refugee migrants to learn the local language through DuoLingo?
Earlier researches on migrant communities and language proficiency suggested that living in large linguistic enclaves were detrimental to learning the local language. However, a recent study by Kanas, et. al., (2022) prove that being surrounded by your own ethnic community does not negatively affect your local language proficiency. Instead, motivation is more important in helping or hindering language learning. And so we need to dig deeper into the experiences of elder refugees by asking, what’s hampering their motivation to learn?
Strategy Story
Margarett Cortez’s strategy to convince recently arrived migrants to learn the language of their new country
Anyone who’s migrated to a different country would know how stressful the experience can get. For refugees, the traumatic nature of their ordeal adds additional physical and psychological stress (WHO interview with Ayat Al Hussein, 2020). And here’s the thing about stressful or traumatic episodes, we feel the psychological effects long after the ordeal is done.
Younger refugees are often the first to take up the new local language. As for their elders, we often think that they’re stubborn because of their age. But what’s causing that? For older refugees, the stress of being displaced from the community they grew up in and encountering societal differences in a new country can make them more withdrawn and isolated. And what happens when we’re under social isolation and stress? We seek comfort in familiar things like language, family, and old practices.
There are also other proven ways to counter stress, and it’s something we’re all familiar with: games and entertainment. DuoLingo provides exactly that: a way to de-stress through fun, language-based games. And that energetic green bird is peak entertainment.
Strategy Story
Margarett Cortez’s strategy to convince recently arrived migrants to learn the language of their new country
Audience:
Elderly refugees who just migrated to a new country. They arrived with their adult children and/or grandchildren. They spent their lives building social capital in their home country and now find themselves in a foreign place without friends, community, or peers. The language barrier prevents them from interacting with locals. They rely on their children to carry out visits or calls to essential services.
Margarett Cortez’s Creative Brief
Duolingo
Proof:
The Duolingo Method is designed to delight and entertain language learners while motivating them to learn. Its gamified approach makes users feel like they’re playing games, which is known to alleviate stress.
Proposition:
Duolingo is a language learning app with psychological benefits
Hypothetical
Brief:
Margarett Cortez’s Creative Brief
Duolingo
Like Gyatso from Avatar the Last Airbender
Tone:
Logo. Duo. Colour palette.
Mandatories:
10% YoY increase in sign-ups from this demographic; increase in uptake of German learning courses by Arabic speakers
Success:
Hypothetical
Brief:
Margarett Cortez’s Creative Brief
Duolingo
Hypothetical
Brief:
The problem - “I’m too stressed about everything happening in my life” - is valid.
The strategy talks back to the problem - “Hey, relax. We don’t want to add stress to your life.” (Although DuoLingo is known for its nagging!)
If the product didn’t actively nag people, this strategy feels good - “We know you have a lot going on in your life, learning a language will help you with this, and maybe it can help you relax.”
Careful with the big words: “Duolingo is a language learning app with psychological benefits”. Try to write how you speak where possible.
Observations about this strategy:
Glenn Vervoort’s�strategy to convince recently arrived migrants to learn the language of their new country
Stubborn migrants in the Netherlands are reluctant to learn Dutch because they can avoid speaking it.
Avoidance can lead to loneliness.
There’s no avoiding Duo the Owl.
Show that as a migrant you’ll never be alone, because – �whether you like it or not – there’s no avoiding Duo(lingo).
Four Points�Framework
“Stubborn” is not being used here to demean anyone.
The brand Duolingo is a language-learning application. It’s renowned for its iconic mascot, Duo the unhinged owl (on social media), and its commitment to daily learning streaks.
A valuable tool for people that might want to learn a new language. This includes migrants who recently moved to places like the Netherlands for work and/or residence.
Strategy Story
Glenn Vervoort’s strategy to convince recently arrived migrants to learn the language of their new country
Some migrants may be reluctant to learn Dutch, as they simply (can) avoid it in their daily lives. This avoidance can however lead to feeling lonely, as Dutch society tends to be quite individualistic and cut-off for non-Dutch speakers.
Enter Duolingo: a true companion for migrants navigating their new countries. Unlike the Dutch society, where one might easily avoid people and speaking the language, perhaps feeling lonely, Duolingo is always there.
But notifications to maintain streaks do not suffice, as Duo the owl in person will ensure that you will learn Dutch as a newly citizen. Yet, much like a way too clingy friend, Duo will actually take no break in wanting to see you – even if you try to avoid him – and making sure that you get your Dutch lessons in.
Strategy Story
Glenn Vervoort’s strategy to convince recently arrived migrants to learn the language of their new country
With Duolingo, you’ll never feel alone as a migrant – Duo’s watchful gaze and unavoidable presence will ensure that you’re always learning a little more Dutch. All day, every day. Happy ever after.
Avoidance is futile.
Audience:
Migrants and expats that moved to the Netherlands. They’re mostly in their twenties and up.
They’re working most of the time, trying to make a living for their selves, and tend to do fine without really speaking Dutch.
They don’t really need it in general as they simply just choose to avoid most interactions. And when they do need to actually talk to new people, they can just rely on English.
Glenn Vervoort’s Creative Brief
Duolingo
Proposition:
Duo(lingo) helps you learn Dutch and actually ‘go’ for social interactions in a native language (Dutch).
Hypothetical
Brief:
Glenn Vervoort’s Creative Brief
Duolingo
Duolingo is a free-to-use language-learning application. Simple and rewarding, the lessons focus on learning a language to use in daily interactions, which fully fits the needs of migrants and expats. Additionally, Duo is the iconic mascot of Duolingo and widely recognized by users and non-users alike. And if not recognized by non-users, the owl sure has a striking and likeable appearance. People tend to love him. That’s why he often gets a starring role in the marketing of Duolingo, which is also the case this time.
Proof:
Full-on social brand Duolingo – unhinged, direct, passive aggressive & quirky, but with a matter of respect as it involves migrants (don’t want to stir up a social discussion).
Tone:
Hypothetical
Brief:
Glenn Vervoort’s Creative Brief
Duolingo
Increases users (if trackable: among target audience) in the Netherlands starting learning Dutch on Duolingo by 5%.
Success:
Initially, a social organic series campaign concept (minimum 3 episodes) based on strategy for TikTok and Instagram (reels). Concept should contain a story mechanism that can be used for multiple scenario’s/episodes. To be possibly expanded with (PR-)stunt.
Deliverables:
Concept. Storyline. Moodboards. Copy. Brand guidelines.
Mandatories:
Hypothetical
Brief:
Glenn Vervoort’s Creative Brief
Duolingo
Hypothetical
Brief:
This strategy takes what is true and known about DuoLingo - how it nags people to learn - and flips it into a benefit.
The problem mentions “avoidance of learning” but the rest of the Four Points talks about “avoidance of people”. It would be good to work one clear theme for Four Point.
This strategy also acknowledges a big issue in society - loneliness. Positioning DuoLingo as a way to help people make friends is noise.
Observations about this strategy:
Tristan Otto’s�strategy to convince recently arrived migrants to learn the language of their new country
Migrants don’t want to stand out.
Speaking the local language keeps you invisible.
Duolingo lets you build your language disguise anonymously.
We’ll show that language (and learning it through Duolingo) is camouflage – helping you blend in like a local.
Four Points�Framework
This is not written �to demean anyone.
With a free app that makes learning fun, Duolingo is the world’s best way to learn a language. Through user data, Duolingo has learned that many migrants use the app to learn their new country’s language and assist them in assimilating into the culture. But there is one group of holdouts – older migrants who refuse to attempt to learn a new language, content to stay in their comfort bubble by only speaking their native language, not assimilating at all. Why? Simply put, fear of the judgment and discomfort they’ll experience during the learning process. So, let’s change that.
Strategy Story
Tristan Otto’s strategy to convince recently arrived migrants to learn the language of their new country
Because we’re dealing with stubborn old people, it’d be silly to appeal to a thirst for gaining new knowledge. Should they want to learn something new? The research says yes – flexing your cognitive muscles as you grow is beneficial for people of all ages, especially older populations.
But let’s be honest – older migrants have been through a lot of sh*t. They’ve likely lived an entire life in one country, ingrained in a culture they grew up in and always knew. They’ve had jobs, careers, moments of incredible joy, and moments of deep sorrow.
They’ve gained friends, lost friends, witnessed older family members pass on, and experienced new ones entering the world.�They’re tired, just trying to get through their day unnoticed – and learning the language of a country they never envisioned themselves living in sounds like a lot. A lot of work, a lot of practice, a lot of judgment, a lot of uncomfortable situations, a lot of standing out. And in their minds, it’s a lot easier to stay in their communities of other migrants, people who speak their language.
Strategy Story
Tristan Otto’s strategy to convince recently arrived migrants to learn the language of their new country
But what happens when they must leave the bubble of their community, to see a doctor for example? Do they take someone to translate? Do they just ignore whatever ails them?�Here’s the thing most people don’t realize until they find themselves in a foreign country – speaking the language is an invisibility cloak. Nobody bats an eye at someone speaking the local language, regardless of their appearance. But foreigners who can’t even attempt to stumble over a simple hello or goodbye? Well, for better or worse, there’s judgment. Judgment that makes them feel even more like outsiders.
In-person classes don’t solve the problem – they still require public discomfort and embarrassment. And after having to pack everything up and leave home, the budget isn’t exactly there for expensive language software.
At Duolingo, we’re not so full our ourselves that we believe you’ll be fluent in a matter of weeks.
Strategy Story
Tristan Otto’s strategy to convince recently arrived migrants to learn the language of their new country
But we are confident that with free courses designed around an adaptive learning style, we can arm you for those daunting moments you have to leave your community and your bubble – for a doctor's visit or a trip to the grocery store. We can help you camouflage, so you don’t stand out: we’ll help you blend in like a local.
Audience:
Older people who have recently migrated to a new country due to war, crime, or poverty. They’re stubborn and resistant to learning, in part because they never envisioned themselves leaving home. They’re just trying to get through their day unnoticed and to them, the process of learning a new language will put a spotlight on them and tell the world “hey there, I’m not from here!”.
Tristan Otto’s Creative Brief
Proof:
Our adaptive learning helps you learn basic grammar and vocabulary, before moving on to more comprehensive reading and writing exercises. Plus, we let you practice with a robot before you speak to another person. All of that ensures you’ll have the confidence to use the language in the world, whenever you’re ready.
Duolingo
Hypothetical
Brief:
Tristan Otto’s Creative Brief
Humorous but comforting – full of obvious, light-hearted hyperboles (invisibility cloaks, visually standing out but fitting in).
Tone:
Increase app usage among older populations in migrant-heavy countries.
Success:
Duolingo
Hypothetical
Brief:
Tristan Otto’s Creative Brief
Duolingo
Hypothetical
Brief:
This Four Points works one tight theme - visibility. Nice.
“Blend in like a local” might seem a stretch for many people but it would be worth testing to see if it is something that many would aspire to.
It’s always cool to see lateral thoughts like “Language disguise” but, also, this feels a little abstract.
Arguably, this is ready to brief a creative team with (although hopefully you’d have spoken to them along the way).
Observations about this strategy:
How would you convince people from your country to take their mouths to Romania for dental work?
Brief 7
DENTAL WORK�IN ROMANIA
The Brief:
Davy Qian’s�strategy to convince people from his country to take their mouths to Romania for dental work
Going to the dentist is so scary it’s one of the things we put off the most on life’s to-do list.
But we’re also the bravest versions of ourselves when we’re traveling.
Romania is roughly 80% cheaper for dental care than Australia – making you roughly 80% braver.
Show that Romania is mouth-opening
Four Points�Framework
A trip to Romania is mouth-opening
Dental anxiety is no joke. People will literally put off going to the dentist for years just to avoid the potential pain and drilling.
So the prospect of going to a dentist overseas, in Eastern Europe, in Romania of all places, seems... unthinkable.
Sure, it’s a lot cheaper there... but isn’t Eastern Europe a bit backwards? Isn’t Romania poor and corrupt?
Strategy Story
Davi Qian’s strategy to convince people from his country to take their mouths to Romania for dental work
Throw ‘Eastern Europe’ and ‘Romania’ into the mix and all of a sudden we’re grasping at questionable stereotypes and running to the corner of safety and quality of care.
And yet 1 in 3 Aussies didn’t go to see a dentist on home soil in the past 12 months.
So maybe it isn’t so much about safety and quality of care after all. Maybe... we just haven’t worked up the courage.
But here’s the thing about courage, aren’t we all a little bolder when we travel overseas? Like talking to a stranger next to us about the charred scorpion we’re both eating and then swapping notes about a secret hike to a wild waterfall and then deciding to wake up at 4:30am the next morning to meet again to head out in pitch darkness to catch a glorious sunrise and then cliff jump from questionable heights into said waterfall to cap off the day.
Strategy Story
Davi Qian’s strategy to convince people from his country to take their mouths to Romania for dental work
When was the last time we ate an arachnid on a stick talking to a random person next to us, exchanging whatsapps, and then agreeing to meet immediately the next day at 4:30 in the morning back home?
We don’t.
But we do overseas because travelling makes us bolder.
So sure, going to the dentist is scary.
But you won’t even think twice about it while you’re the bravest version of yourself.
As for preconceptions about Romania...
It’s now one of the richest countries in Europe.
With some of the best dental clinics in the world at prices 80% lower than the US, UK and Australia, Romania is fast establishing itself as the dental capital of the world.
And it also continues to be ranked as the friendliest nation to expats in Europe year after year.
Strategy Story
Davi Qian’s strategy to convince people from his country to take their mouths to Romania for dental work
If Romania is roughly 80% cheaper for dental care than Australia, then it probably also makes you roughly 80% braver.
So when you come home and your friends ask you about your trip, you can tell them...
Oh my god, you gotta go! We ate the craziest food, met this kooky couple, climbed up a mountain together the next morning and I went and saw a dentist. Guess how much...
A trip to Romania isn’t just eye-opening, it’s mouth-opening.
Audience:
Flag collectors. Off-the-beaten path seekers. Introverts-turned-extraverts when their passports are stamped. A mouse that becomes a lion away from home.
Davy Qian’s Creative Brief
Dental work�in Romania
Proof:
Proposition:
Romania brings out the bravest version of yourself to overcome your dental anxiety.
Hypothetical
Brief:
Tone:
Like an irreverent war cry to get more done while you’re completely out of your shell overseas.
Davy Qian’s Creative Brief
Dental work�in Romania
Deliverables:
Integrated campaign that can stretch from video to outdoor to PR, trade and social posts
Success:
Hypothetical
Brief:
Davy Qian’s Creative Brief
Dental work�in Romania
Hypothetical
Brief:
There are many interesting themes here - mouth-opening, fear, life’s to-do list, bravery - but they jump around.
The problem hedges its bets with 2 themes - “scary” and “put it off”. This can work but it can also confuse.
The insight and advantage deal with bravery although the “80% cheaper so 80% braver” feels like a stretch.
“Mouth-opening” would usually connect to a theme of wonder or awe. A message about “an even braver mouth” (knowing how Australians are direct) connects better to what seems to be the main theme.
Observations about this strategy:
Brief 8
WISE
How would you convince people who might be used to more conventional ways of sending money (eg Western Union - in an office or bank), to use Wise.com?
The Brief:
Ivania Samayoa’s�strategy to convince people who might be used to more conventional ways of sending money to use Wise.com
Old immigrants are afraid of online/international transactions.
When immigrants cross the border, they transform in the most courageous people.
Wise demonstrate that is not a challenge to send money (correct currency always, easy use, low commission.)
Wise is going to prove that it is a thrilling journey to send money to their relatives.
Four Points�Framework
Wise is an online financial platform revolutionizing international money transfers and multi-currency banking.
We have a challenge, to captivate old immigrants to use this non-conventional way to send money to their relatives, but they feel insecure about this because they are afraid of making mistakes during the process.
Strategy Story
Ivania Samayoa’s strategy to convince people who might be used to more conventional ways of sending money to use Wise.com
Wise could target the younger generations since they are the ones that have the tech knowledge and the ones that may use more digital transferences, but that would be playing safe; we want the ones that have the purchasing power and those who are the majority sending remittances to El Salvador.
We know that most of these people are undocumented in the US, and we also know that they had to do a long and dangerous journey to achieve their dreams. They are bulletproof, they face adversity, they are the most courageous people in the country, they look over everything.
They feel like they are less capable of managing digital things and technology and they are afraid of making mistakes on the way, but they are forgetting the power that they have inside and how capable and brave they were to dare to cross the border.
Strategy Story
Ivania Samayoa’s strategy to convince people who might be used to more conventional ways of sending money to use Wise.com
Crossing the borders using digital transferences could be a piece of cake to them, but they don’t dare to do it! since it’s easier doing it the traditional and risky way (they are undocumented people so their payments are mostly cash, and they can be robbery victims).
Wise just want to show them that it’s not challenging to send money to their loved ones and remind them that they have the courage to face the unknown even if it’s a thrilling and zero complicated journey.
Audience:
Old immigrants. They’re in their late forties and are a little bit old school about money transactions. They are afraid of these tech things because they think that they are going to mess up something. Even though it's something that they do regularly (to send money internationally) they prefer to wait and lose time on the traditional Western Union branch.
Ivania Samayoa’s Creative Brief
Wise
Proposition:
Wise know that immigrants are brave, and they are willing to take journeys.
Proof:
Immigrants often demonstrate remarkable courage and resilience in the face of challenges, showing that they are less afraid of certain risks compared to native-born citizens.
Research indicates that older adults, especially those aged 55 and above, have a lower likelihood of using the internet and adopting mobile payments compared to other age groups.
Hypothetical
Brief:
Tone:
Fearless groundbreaker, encouraging individuals to conquer obstacles, not very fanciful but not ordinary either.
Ivania Samayoa’s Creative Brief
Wise
Mandatories:
Merch for the gym, water bottles, printed material.
Deliverables:
A campaign concept that can be in television, online videos, OOH and a PR Stunt.
Success:
Increase awareness among this audience by 15%, increase the transactions by this audience by 20%.
Hypothetical
Brief:
Ivania Samayoa’s Creative Brief
Wise
Hypothetical
Brief:
The problem and insight deal with fear and courage in the face of fear. They’re connected. However the advantage (“not a challenge”) and strategy “thrilling”) introduce different themes.
There are lots of useable thoughts here - the challenge is to stay closer to one overarching theme for each version of the Four Points.
Observations about this strategy:
More info here
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