Revolutionizing Brand Strategies -

Asking the right marketing questions

Finding the right path in the digitalisation jungle is not easy. The possibilities are endless. And ignoring what the user really wants in favour of producing the best possible version of something is a trap marketing agencies fall into on a daily basis. At SCOOP & SPOON, we know how to utilise our deep technical understanding and cross-disciplinary approach to ask the right marketing questions and create the right solutions for our clients.

Giving Wings to Start-ups

Red Bull Media House asked us to help them with a new venture into the world of supplements. They wanted to use their power and reach to boost the start-up ACTEN – a new and innovative product that promotes joint health – but didn’t know how to get there, as the supplement was distributed by a decentralised affiliate system without any corporate identity. The idea was to create an innovative e-commerce solution that serves the user, the affiliates and ACTEN itself.

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A new playground for ACTEN

ACTEN is an innovative gel supplement made from high-quality brown algae extract and super-strong collagen peptides which boost natural cartilage health and supply the body with important vitamins and minerals. ACTEN’s communication was centered around the “revitalizing” effect of its product, thus underlining its positioning as a medical product.

To successfully bring Red Bull Media House and their extreme sports audience into this game, we had to approach the product’s positioning from two – arguably contradicting – perspectives:

1. Brand Political

New positioning of the brand’s core application area to allow the link to more dynamic topics

2. Strategic

Maximization of the investment through synergy effects with Red Bull Media Houses’ reach

Next Level Brand Strategy with Bipolar Positioning

To express the diametral positions of the product – and to dually communicate extreme dynamic and accessibility for everyone – we created the concept of bipolar positioning. This new approach in rebranding is aptly captured in the two slogans we devised for ACTEN, which link science and extreme sports:

Be the best you

challenges ACTEN’s pro-athlete and sporty users to be the best version of themselves

VS.

Everyday for everyone

makes ACTEN accessible for everyone, allowing the promotion of ACTEN to two seemingly contradictory target groups

SCOOP & SPOON Revolutionising the E-Commerce Game

At the heart of our overall approach is the integration of Red Bull Media Houses’ content into the new website to further increase reach and engagement. With a global reach of over 60 million people, Red Bull Media House offers credibility and traffic to ACTEN, increasing their brand value and reputation.

This not only called for a rethink in terms of brand identity and storytelling, but also in terms of the online shop. We solved this with a PARADIGM SHIFT – with users navigating through a story-telling product page front end while the online shop is hidden in the back end. Strategically placed “Buy now” buttons ensure an intuitive shopping experience for the users.

Boosting Start-ups with Cross-Enterprise Content Transfer

To find a solution that would benefit both the start-up and the media powerhouse, the new ACTEN website is based on a headless approach – the front end of the e-commerce platform is “decoupled” and independent from its back end Using APIs, the front end can communicate with a variety of back ends, giving selected third parties easy access to a predefined section of the ACTEN website.

The AI and intelligent algorithms in our toolkit enable us to build products and systems that deliver value and meaningful experiences in both directions. This means that users visiting the new ACTEN e-commerce website receive engaging, useful content and unlimited interaction – while Red Bull Media House and ACTEN get valuable insights, next-level user profiling, and new revenue streams. A win-win situation for everyone involved.

New Intelligent User Profiling with Limitless User Interactions

We understand data, and we understand humans. With our UX experience and intelligent technology modules, we create limitless user interactions and detailed user profiles. We want to give users the freedom to consume data in their own way.

The AI and intelligent algorithms in our toolkit enable us to build products and systems that deliver value and meaningful experiences in both directions. This means that users visiting the new ACTEN e-commerce website receive engaging, useful content and unlimited interaction – while Red Bull Media House and ACTEN get valuable insights, next-level user profiling, and new revenue streams. A win-win situation for everyone involved.