Consumer Insight
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Title Wall
How do we help Redbubble become more than just stickers?
Redbubble: Anything But Basic
Redbubble | 2024 | Spec Campaign
Strategy Plaque
- Brand
- Redbubble
- Audience
- Women ages 18-25 who use taste, humor, and expressive products to signal identity.
- Problem
- Young consumers know Redbubble for stickers, but not for the broader world of self-expression it offers.
- Insight
- People use what they wear, carry, and display to say something about themselves before they start a conversation.
- Strategy
- Position Redbubble as the marketplace where personal taste becomes visible connection.
- Big Idea
- Anything But Basic
Creative Executions
Campaign Context
Redbubble is an online marketplace founded to help independent artists share their work with the world. It connects more than 700,000 artists with customers globally and allows designs to be placed on a wide variety of products.
But while Redbubble is reputable among artists, it is less relevant to everyday consumers. Most young consumers either do not know Redbubble or only associate it with stickers.
The Problem
Discovery Problem
Redbubble has a discovery problem: young consumers know the stickers, but not the full world of self-expression behind the brand.
Target Audience
The Raconteurs
Women ages 18-25 who want to emerge from the norm and connect with others who feel the same.
Raconteurs are thoughtful and deliberate shoppers who spend most of their shopping time online, value quality over quantity, and seek products that stand out from the norm.
- Self-expression
- Creativity
- Humor
- Trustworthiness
- Meaningful connection
- Good ethics
- Individuality
- Products that signal identity
Key Research
Research Takeaways
Redbubble has strong brand potential, but consumer awareness is narrow. The audience uses products as social signals, especially when expressive items can help introverted connection happen naturally.
Originality matters, but trust matters just as much. Raconteurs want expressive products without feeling like they are shopping somewhere sketchy.
Insights
Brand Insight
Redbubble helps turn personal taste into visible connection.
Strategy
For Raconteurs who want to stand out to fit in, Redbubble helps them show off their inner selves.
Position Redbubble as the one-stop marketplace for expressive products that help young consumers show who they are, spark connection, and find kindred spirits through shared interests.
Big Idea
Anything But Basic
In a world full of ordinary, Redbubble is the brand that gets them. The campaign shows Raconteurs that Redbubble offers vibrant, stylish products that help them stand out from the crowd and find people who connect with the same interests.
Creative Strategy
Use bright, quirky imagery featuring stylish individuals showing off Redbubble products. Bold colors and expressive fonts create excitement, drive awareness, and show that Redbubble offers far more than stickers.
Tone: Bright, quirky, expressive, stylish, witty, and playful.
Sales Promotion
SoHo Pop-Up Museum/Shop
From May to August, Redbubble opens an interactive pop-up shop in SoHo during New York's high season. Visitors explore product-focused exhibits, take photos, and purchase featured products at the end.
This generates awareness for the full Redbubble marketplace and establishes the brand as a unique, authentic brand that values fun and originality.
Media Plan
The campaign uses a pulsing schedule. Magazine and digital ads ramp up during June-August and November-December, while alternative ads like sticker benches and murals remain present year-round.