Sambo is actually a materials and technology company with cutting edge research into modern textiles and fabrics that decided to put one of their new developments to the test in a consumer product. Trrig Ground is a cooling blanket utilizing their proprietary high molecular weight polyethylene fabric which has surpassed various benchmark tests for wicking heat away from the body. Integrating this new technology with a bold design choice (one of it’s kind in the market space), Trrig Ground came to Disrupt for help establishing their first Amazon page. Needing the full suite of content, copy, and brand identity in the western market, the growing concern was in a space as homogeneous as the “cooling blanket” market, how could their blanket be part of the club whilst highlighting the innovative aspects?
Phase 1
Marketing Analysis & Strategy Development
-Competitor benchmark and SEO research
-Research into the Amazon market for similar devices and the overall device category.
-Develop keyword database for most searched terms and new terms likely to bring in consumers looking for related products.
Phase 2
CONTENT DEVELOPMENT
-Build video storyboard.
-Find references of market competitors and breakdown how their information delivery could be improved upon. -Design storyboard to illustrate main USPs that also reflect the highest search volume terms.
-Combine research and creative references to produce a cozy and elegant feeling video that revealed USPs in interesting and unexpected ways. Execute video production shoot with model and location that best fit the concept.
-Align the editing and placement of different scenes to prioritize the marketing approach of “excellent and unique cooling blanket” first, then diving deeper into special technologies later in the runtime.
-Edit multiple versions of the video to fit for various platforms and use cases: Amazon gallery video Amazon PPC ad format with alternate opening (for testing purposes)Lifestyle photography on set for Amazon gallery thumbnail images as well as A+ content.
Phase 3
AMAZON PAGE DESIGN AND IMPLEMENTATION
-Design Amazon thumbnail images further breaking down USPs of the product for the gallery, using photos from production.
-Design Amazon A+ content that expands on product detail and also creates consumer trust as the brand identity is more transparent.
We wanted to create a premium feeling video that showed the versatility of the blanket as a cooling solution. "Cozy, not cold" was a motif that guided our shooting and editing workflow. Using swift movements and a brisk tempo, we were able to keep things cool.
Our page creation was focused on creating a familiar design language for cooling blankets on Amazon, while distinguishing the page with a premium quality of images and strategized layout based on consumer desires.
