The advertising will convince socially-conscious, urban-dwelling 25-35 year olds that Zenni Optical is socially responsible. Zenni’s new eyeglasses-for-homeless initiative which will show that Zenni is committed to providing homeless people in major metropolitan cities with a pair of eyeglasses. The tone will be warm, touching and inspirational without being cheesy.
Why are we advertising?
To convince the target audience that Zenni Optical is a for-good company and its values align with its target audience.
Whom are we talking to?
Socially-conscious, urban-dwelling 25-35 year olds who are budget-oriented and fashion forward.
What do they currently think?
Warby Parker has the look they want and they give a pair of glasses overseas for every pair they sell. If they’ve heard of Zenni, they appreciate the low-cost glasses but would rather buy from Warby Parker since they have cool styles and are charitable.
What would we like them to think?
Zenni Optical is invested in helping the people in their own communities by giving away glasses to those in need. Also, Zenni has millennial-style glasses that are cool.
What is the single most persuasive idea we can convey?
Buying Zenni glasses will support a cause they care about (eyeglasses for the homeless in their city) and wearing those glasses will help them to be more aware of those in need around them.
Why should they believe it?
Zenni has over 5,600 pairs of glasses on its website and new styles added everyday for millennials. Zenni has already invested significantly in eyeglasses for the needy; it is now committed to doing even more.
Why should they share the message via their social networks?
They want their friends to know that they care about the same cause that Zenni does. They want their friends to be moved by the ad(s) in the same way they were. It’s cool to post about eyeglasses (it promotes their personal brand) and its cool to care about homelessness.
What is the personality we want to convey?
Warm, hopeful, heartfelt, socially aware, with a whiff of style and fashion.
Are there any Sacred Cows?
The “affordable’ aspect of Zenni is sacred to its brand identity.
Are there any creative guidelines? (required or suggested media choices)
Pandora radio spot, outdoor ad in 5 major metropolitan cities, YouTube video to share via owned social media platforms.
A Day in the Life
Greg is a 28-year-old Caucasian male working in Manhattan. He has a bachelor’s degree in computer engineering from Rutgers and had plans to go back to get his master’s after he got a few years of work experience under his belt. A few years has turned into five and he is starting to wonder if he will ever get that degree. It’s hard to save with an income of $42K; urban living is expensive.
To save on living expenses, Greg lives alone in a studio apartment in Brooklyn and commutes to work each day. He can’t complain- he has no debt, no dependents. He’s starting to wonder, though, if maybe something is missing in his life.
Greg gets up around 6:30 a.m. each day. Though his schedule at work is flexible, he tries to be in the office by 8 so he can get to the gym after work and still have time to meet up with friends in the evening. He rifles through his laundry basket to find some clean clothes. Fortunately, dress code at work is casual. He usually wears slim jeans and a button down with loafers. He is not afraid to add color with a sweater or bold patterned socks. Today he grabs his glasses before heading out, but sometimes he leaves them behind. They are an old pair and he hasn’t had time to get to them replaced.
He picks up a cup of coffee and a bagel from a bodega around the corner from his apartment before he catches the N train at Pacific Street to head uptown to his office on the the Upper East Side. As he exits the train and walks to work, he passes shop owners, pedestrians, homeless New Yorkers. He remembers being involved with the Jericho Project a few years ago when it was building studio apartments for homeless and veterans. He had loved the feeling of helping, but he doesn’t have the time now. He reminds himself to put that on the list of things to think about later. He has to get to work; he puts his headphones on and heads to the office.
He works for a small software development company where he spends a great deal of time sitting behind a desk coding. The job is not quite what it was cracked up to be. It is a little more boring than he anticipated and has fewer perks than he imagined. Nonetheless, his boss treats him like a peer and the company provides complimentary on-site lunch every day.
Greg gets texts from his mom during the day. He feels close to her despite not seeing her often. He sends her pictures of his projects from work and an occasional selfie from some interesting site in the city. He enjoys putzing around the city on the week-end, taking in concerts with friends or going on a blind date over Sunday brunch. Greg actively posts on social media. He finds himself not as interested in posting pointless memes as he used to. There are only so many times you can laugh at a Joey-ism. More often, he posts about things that matter like the presidential election, Mayor de Blasio’s handling of Uber in the city, the Syrian refugee crisis. He may or may not have been one of the 87,107 people to like a recent Harry Potter post with a quote from Dumbledore.
In some ways, Greg is your typical millennial male living in the city. He is energized by his opportunity to live in the city and have an active social life while feeling a twinge of despair that life should have more meaning. He is grateful to have a good job and has reasonable expectations for upward mobility while feeling that he might be missing out on deeper and more consequential relationship.