WHAT WAS THE CHALLENGE?
Modmo is run by dynamic, young entrepreneur Jack O’Sullivan - a man on a mission to make the e-bike a truly accessible alternative to the car. With Jack’s team so fully focussed on the development and delivery of the product from prototype to final spec, Modmo required some additional support to give the new and relatively unknown brand some much needed awareness in a way that was credible, clear and compelling.
Modmo’s existing foray into branded content and paid reviews had been mixed, with some poorly executed partnerships that had failed to showcase the premium aesthetic of the brand. Modmo needed Electroheads to change that.
We worked alongside their CMO to develop a branded content partnership with the aim of showcasing the overall vision of the brand, and to help create the right premium optics for how the brand was perceived by prospective customers.
Our focus was to create a review with a whole new approach. Rather than simply put the product through its paces, we wanted to show the product in action but with a lifestyle approach - and at the same time communicate the brand’s unique vision and founder-focus; all framed with a modern, premium urban-cool aesthetic that would support sales but also stakeholder and investor relations.
WHAT WAS ELECTROHEADS'
MODMO: CREATING A PREMIUM BRAND HALO FOR A NEW KID ON THE BLOCK
Developed core strategic approach through analysis of competitive landscape ; identifying key value messaging to enable the brand to cut through
Explored number of editorial content partnership approaches, before aligning on creative editorial concept to go into production
Through high quality editorial production process, also captured vital stills and b-roll that can be re-deployed throughout the Modmo owned media channels
Significantly over-delivered versus expected KPI metrics including views, engagement and sentiment. Connecting community feedback into live R&D process