PopUp Bagels.
*Masters capstone*
Who are they?
An up and coming order-ahead bagel pop up in NY, CT, & MA. The bagels are intended to be pulled apart and dipped into “schmear.”
Opportunity:
Popup Bagels must upgrade their messaging and branding by strategically positioning themselves for their target on social media.
Target:
Social media savvy 21-35-year-old residents of NY, CT, & MA. They work 9-5 corporate jobs and spend a large amount of their income on food and activities in the city. They favor an experience a brand provides and are looking. for more than just product quality, but long-lasting, nostalgic memories.
Challenge:
Their marketing lies in their consumers. Almost all of the advertising for the brand is done organically by TikTok users.
Objective:
To establish Popup Bagel‘s brand image through social media in order to further connect with the target audience.
Insight:
Consumers are more likely to engage with a brand that provides not just a product, but an experience.
TikTok Recommendations:
Post with the owner, Adam Goldberg. Reinforce the idea of community.
Interview customers in line and ask what they like about the brand.
Use the owner, staff, & costumers to participate in trending videos.
Establish relevant influencer collaborations. This needs to directly connect to the target. Their followers can get an early access code for drops.
Creative videos about flavors. Hint at new drops to drive excitement.
Engage in partnerships that connect back to the brand. Some recent ones have been vague (Aerie.)
Potential Partnerships (shown below):
Halley, Jaz, & Carly (NYC lifestyle creators)
Timm Chiusano (NYC storyteller & runner)
Meredith Hayden (personal chef)
POPUP BAGELS X NYC MARATHON
If there’s one thing about New York, it’s the community it cultivates and the good food shared within. The NYC Marathon brings people together from all over the country as one to share their passions. The first meal after finishing a marathon is always intentional. What better way to celebrate a New York victory than to indulge in a warm, fresh bagel with the community.
“Schmear” Package Design.
TikTok.
Instagram.
Instagram Recommendations:
Updated content should include an overall account rebrand. Content should show both consumer and product photos.
Consumer photos: The posts should include photos of people enjoying the product. This connects back to the insight of community.
Product photos: The posts should highlight the product in an enticing and appetizing way. They should highlight different flavors of bagels and cream cheese for the audience to see how they can be enjoyed.
