In the age of the internet, we are all involved in a war.
This is a war that every one who has ever used the internet is well acquainted with. Every person must figure out how to use this resource to the best of their ability.
Now you may think I am talking about cash. No, I am not talking about cash. I am talking about attention.
We explore the pitfalls of chasing waterfalls (new audiences) instead of sticking to your core consumer, and how Shea Moisture could've avoided drowning a few weeks ago.
Eleven’s been trolling the interwebs basically storm chasing ways that brands can further integrate into pop culture, and every now and then, we’ll come across things in passing that seem to just taunt us, as if to say, “Hey Eleven, You should be here”.
Eleven’s 5C’s approach identifies a brand’s “pivot points”. We seek overlaps between core audiences and desired audiences to segway a brand via a familiar entry point. We enable brands to literally pivot into target communities, with their core values (and core fan-bases) intact.