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.
