Reimagining brand awareness through influencers & images

Rigwa Life is a premium food storage solution that keeps food fresh while on-the-go.

Team

Eliza X. Shepherd : Creative Strategist Lead

Kostas Fragoulias: Meta Ads Manager

Dan Marrion Puzon: Video Editor

Project Background

Rigwa Life came to us with the desire to have a more “bold” and unified look. Before we could tune-fune their image and voice, we first had to define the issues the brand was facing…

The brand struggled to:

⚫Understand who their target demographic is

⚫Find influencers who would properly represent the brand’s demographic

⚫Leverage user-generated content (UGC)

⚫Maintain a consistent brand identity & voice

⚫Create appealing advertisements on Meta

Brand Positioning

Understanding The Unique Selling Features & Buyers

The food storage sector is a highly competitive space. In order to get a better understanding of why people purchase Rigwa; we tested ad sets on Meta with an emphasis on each feature: colors, material, leak-proof, thermal quality, eco-friendly, events/ uses cases, and durability.

In particular, the meta ads which feature leak-proof, durability, and its thermal characteristics received the highest engagement and hold rate.

This attracted two main demographics:

🟢45-54 year old females
🟢25-35 year old females

Understanding The Buyer

In particular, the meta ads who featured a female, active lifestyle, and children received the best engagement & purchases.

My conclusion…

The data supported the target demographic of Rigwa; females who prioritized the practical aspects of the containers offers. After doing competitor research, similar brands: Yeti, Otterbox, HydroFlask, and Owala would be similar brands our target demographic would consider. The products from these brands are more expensive.

This gives Rigwa a unique opportunity in the market: “Yeti” quality but for half the price.

Refreshing The Look

Sourcing Influencers

My goal when finding influencers that would best resonate with Rigwa’s audience was active females and female caregivers.

My key characteristic I looked for when sourcing content creators were….

🙋‍♀️Females (45-55 & 25-35)

🧗Active lifestyle

🧑‍🍼 Active caregivers (who has their children’s consent to showcase them in their content)

💁 Females who are relatable and do did not mind being “imperfect” ex. showing spilled food, dropped containers, struggling to meal prep, etc

Creative Direction

Outlining the vision…

With the goals of being Yeti quality but for half the price, I wanted to…

💪 Featured the container in action by showcasing the durability/ leak proof aspects: throwing, dropping, stuffing

🧑‍🍳 Requested specific food shown in the containers would hold (soups, smoothie bowls, salsa, and hummus) that would show off the thermal aspects.

⚽ Showcase the Rigwa container in different environments: home, soccer field, beach, gym, park, etc.

Simplifying the Image & Values

Ad Copy & Image

One of the biggest challenges we faced was simplifying the brand’s ads. Initially believed that loud, bold, and more aggressive copy & colors were better for the brand; as these ads lead to the most website purchases.

While being more practical in showcasing the product and grabbing attention; there was no consistent brand image, chaotic, and confusing.

What was done…

🏖️ Focus on Lifestyle Images.

Showcasing the product is important, it should not be the main focus in the image. Refocus the viewer into a selling a lifestyle they can unlock with Rigwa

🌞 Emphasis on Storytelling:

Living a good life, challenges, adventure and time with friends & family

🏃 Actionable & Empowering Copy

Set a “can do” mood a person can have if they purchase a Rigwa