Given a rebranding of mountain dew targeting maximalists, the outdoors, and good times gathering.
Influencers who are active in outdoor activities, social events, and have a maximalist lifestyle. They should be energetic, adventurous, and have a vibrant personality. They should have a strong presence on Instagram, TikTok, and YouTube.
Research Insight & Analysis
Mountain Dew is undergoing a rebranding to target maximalists, the outdoors, and good times gathering. This suggests a focus on high-energy, adventurous lifestyles, and social experiences. The brand can be positioned as the go-to beverage for thrill-seekers and social enthusiasts who enjoy outdoor activities and vibrant gatherings. Emphasizing the bold flavors and energizing qualities of Mountain Dew can resonate well with this audience.
The ideal customer profile for this rebranding includes:
- Maximalists: Individuals who embrace bold, vibrant, and adventurous lifestyles. They are likely to be young adults who enjoy standing out and making a statement.
- Outdoor Enthusiasts: People who love outdoor activities such as hiking, camping, mountain biking, and extreme sports. They value experiences and the thrill of adventure.
- Social Gatherers: Individuals who enjoy socializing and organizing or attending gatherings, parties, and events. They appreciate good times with friends and are often the life of the party.
Illustrative examples:
- A 25-year-old adventure blogger who documents their extreme sports experiences.
- A group of friends who regularly organize outdoor camping trips and share their experiences on social media.
- A young professional who hosts weekend parties and enjoys trying new, bold flavors in beverages.
To effectively reach the target customers, consider collaborating with the following types of influencers:
- Adventure and Extreme Sports Influencers: These influencers can showcase Mountain Dew as the perfect companion for their high-energy activities. Their followers are likely to be thrill-seekers and outdoor enthusiasts.
- Outdoor Lifestyle Bloggers/Vloggers: Influencers who focus on hiking, camping, and other outdoor activities can highlight Mountain Dew as a refreshing and energizing drink for their adventures.
- Social Media Party Hosts: Influencers known for organizing and attending social gatherings can promote Mountain Dew as the ultimate beverage for good times and social events.
To align with the brand and have the potential to go viral, consider the following content topics and ideas:
- Adventure Challenges: Create a series of challenges where influencers take on extreme sports or outdoor activities with Mountain Dew as their fuel. Encourage followers to participate and share their own experiences.
- Outdoor Adventure Series: Collaborate with outdoor lifestyle influencers to create a video series documenting their adventures with Mountain Dew. Highlight the product's refreshing qualities in various outdoor settings.
- Party and Gathering Themes: Partner with social media party hosts to create themed gatherings featuring Mountain Dew. Showcase creative ways to incorporate the beverage into party recipes and activities.
- User-Generated Content Campaigns: Encourage followers to share their own bold and adventurous moments with Mountain Dew using a specific hashtag. Feature the best content on the brand's social media channels.
By leveraging these strategies, Mountain Dew can effectively reach and engage its target audience, reinforcing its new brand positioning.
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