In collaborating with Amoeba, TMG was faced with the challenge of creating a campaign for a brand that already has a clear and bold identity within the Los Angeles community. Amoeba asked us to create a campaign to promote the Amoeba in store experience, as well as to promote buying, selling, and trading Vinyl. TMG therefore set out on a campaign to share with the world how much more Amoeba is than just a Record Store.
Through research TMG quickly identified an opportunity in the target audience that Amoeba had not been tapping into: only 14% of their customers were between the ages of 18-24. We discovered that over 40% of Gen Z and Millennials shopped second hand on 2020, that 2020’s resale market grew 25x faster than it had in 2019, and that 1 in 2 thrifters prefer brands that offer the excitement of not knowing what they’ll find. The data was telling us that Zillenials were more interested in the products that Amoeba had to offer than ever before, but that they were not shopping there. TMG, therefore, set out to target Zillennials that are rejecting the modern mainstream while searching for senses of self in particular pieces of the past.
The Campaign - Come to Find Yourself
We focused our campaign around a central and simple statement “Come To Find” with a focus on rebellious nostalgia. Through our research, we identified that people loved Amoeba for 3 main reasons: its history, its selection, and its community. After honing on these themes, we came to the conclusion that people come to find real, rare, and themselves at Amoeba. We developed each of these three pillars into a part of our campaign.
Real - TMG created a video asset showcasing the amoeba experience. We covered the Amoeba brand and in-store experience by following 3 different stories within the store and highlighting all the products that Amoeba carries.
Rare - TMG aimed to highlight the unique product offerings Amoeba has through A UGC-focused social media challenge encouraging visitors to post the most unique item they can find with an “only at Amoeba” Geofilter. We created social media stickers, Geofilters, TikTok clips, and a “what’s in my bag” tote design in reference to their youtube channel.
Themselves - TMG wanted to show a “Come to Find You” component of the campaign that would showcase the Amoeba community. We, therefore, created the “MAKE A STRANGER A MIXTAPE”. An in-store experiential activation inviting people to add to and take from a playlist bank to celebrate a shared love of music.
After some very hard and dedicated work from the TMG team, we were able to post our video campaign on Amoeba’s social pages. In just over 24 hours the Instagram video has reached 24,494 views, and on Amoeba's YouTube channel has been viewed 3.5K times. The in person activation, as well as the Giphy sticker upload is still being processed, but should be up in no time and we are hoping for similar success.
Credits
Special thanks to Amoeba.
Created by Trojan Marketing Group
Elsa Clever - Account Manager
Maylane Gerber - Project Manager
Madison O’Brien - Project Manager
Haya Hasan - Creative Strategist
Lily Riccio - Creative Strategist
Cam Seltzer - Creative Strategist
CJ Hunter - Creative Strategist
Camryn Brewer - Creative Strategist
Erin Brodrick - Digital Strategist
Alex Solis - Digital Strategist
Cami Robinson - Digital Strategist
Jade Zhu - Designer
Jaden Young - Designer
Sabrina Dimesa - Tech
Grace Kuo - Tech
Maya Grinstein - Producer
Sky Stockton - Director
Diego José - Co-Producer, Editor
Rylee Kang - Co-Producer, 1st AC
Lily Riccio - Co-Producer, Costumes
Sky Stockton - Co-Producer
Joseph Masters - Director of Photography
Angelica Basilio - 2nd AC
VonMay Mendoza - Grip/Graff
Liz Moerman - Vice President
Sophia Williams - President