The University of North Carolina at Chapel Hill Brand Challenge
the
project
The Looma Project is a storytelling platform designed to drive and measure sales for retailers and vendors alike. The primary challenge is to increase awareness and sales of Looma’s service among local retailers, while the secondary challenge is to expand Looma’s customer base by raising awareness and interest among local artisanal vendors.
The Looma Project’s goal is to expand its micro-documentary iPad presentations into five new local food retailers within the next eighteen months.
-
Low awareness of The Looma Project among local retailers
-
Low credibility – Looma has only worked with one retailer before, so doesn’t have strong evidence that it can actually increase sales
-
Looma is a disruptive platform in the current retail marketing industry, which might discourage retailers
-
Advertising and marketing is increasingly digital
-
Advertising and marketing is increasingly focused on storytelling
-
Advertising and marketing is pivoting away from the traditional marketing model toward one that interacts with consumers in multiple ways and at various touch points throughout the customer decision journey (beacons, NFC technology, etc.)
-
Retailers want to sell more products
-
The new micro documentary approach is innovative and refreshing to retailers
-
Looma allows consumers want to learn more about the company behind the brand