Date: ​

14.04.2016
Client: ​
ToeToe

THE BRIEF - Part I

Who is the client/ what is the brand about?

Data about their industry, their competitors, years of activity, prizes, way of doing things,
positioning, anything you can think of and as much as you know. Dump. It. Here.
The brand is ToeToe, a brand of socks with holes in them (just so that some of your toes poke
through the open fabric). They’re launching in 5 months on Indiegogo or Kickstarter. They want
to position themselves as a haute-couture brand that delivers products at almost premium
prices (so medium-high). The socks themselves are not ripped - they have holes put in by design.
The material is also unrippable, made with spider silk extract.

What problem do we need solving?

What status-quo are we to disrupt? Low engagement, not enough sales/conversions, too high a
cpc, unpopular with the target audience, bad rap, lack of a consistent image/positioning etc. As
identified by the client or by us.
They haven’t launched the product yet and they fear people will not buy their socks because
they won’t understand what they’re good for. They also need to establish their voice as a brand
and are unsure as to how to approach their audience - in a serious tone or a campy,
self-deprecating voice.

To whom are we speaking?

What’s the typical customer like? How do they make a decision? What’s the process they go
through to arrive at said decision? What do they like to read? What cultural background do they
have? What party gets their vote? If on a deserted island, what are the 3 most common items
they’d take with them? Dump the answers to all these questions below, provided that you know
them.
You’re speaking to young professionals with mid-high income. They’ve just moved out of their
parents home and are in their first year of solo-living. So they are somewhat responsible,
somewhat childish and don’t know themselves towards which they should lean more. They love
Rick & Morty and are apolitical. If they were to get stranded on a desert island, they’d probably
get a knife and forget about everything else. They’d die of starvation, lacking outdoor skills.

What is the measurable result?

How are our efforts going to be assessed/ measured? What’s the benchmark?
The client needs to raise 50.000 eur on a crowdfunding platform of your choosing to consider
this campaign a success.

When should we present our suggestions?

Soft deadline or hard deadline. As with x-rated movies, hard is better.
You have 2 weeks starting from when you first receive this brief.
 Date: ​
14.04.2016
Client: ​
ToeToe

What else do you find appropriate to share? What are the deliverables?
Really, anything goes. If it’s not covered above, share it here.
There is one deliverable - a strategy presentation with 3 concepts based on the strategy of your
choosing and 3 tactical suggestions for driving donations. More tasks will be added once this
brief is solved.

The strategy must be based on an insight.

The concepts will be judged by the following criteria:

1) Clarity
2) Relevance to the target audience
3) Adherence to the strategy

Describe the concepts. Executing them properly is not mandatory.