LBB is a challenger with a bold mission. They want to become the number one global media partner for the creative world. They were going from strength to strength. Their community is thriving and growing quickly with over 300,000 monthly users and 10,000 daily users.
The community is drawn from all sides of our industry, from all across the world. As a result, LBB is increasingly recognised as the new voice of the creative industry, leaving current platforms, e.g., Adweek and Campaign, behind both in its breadth of points of view, and its global reach and not least its technology and ease of access and use.
To fuel the next stage of growth LBB had to attract the full support of the big agency groups, client brands and global agencies. And to do it they had to get them to understand just how much one can do with the platform. We had to refine their brand position and create a campaign to broaden audiences’ understanding of their offer. Importantly the CEO wanted communications to reflect their creative values & disruptor attitude.
CHANGING THE FUTURE FAST.
The Active Idea
Let Creativity Roar. Create. Promote. Roar.
The offering to establish LBB as the home of creativity. Where all brilliant creativity is empowered to roar.
Creativity can come in many - often surprising - shapes and sizes. Reflected in the star of the campaign, an anonymous and mild-mannered worm. A simple, memorable metaphor for how LBB makes it easier for you to be Master of your own Fame.
For LBB allows anyone’s voice to be heard (without interference). Self-publishing technology allows you to drive your work, your news and your views. Across all parts of your business and across the globe, and no paywalls meant people’s opportunity to search and find your voice.
The result is equal roaring fame for all. Thanks to LBB, even the timidest of creative worms can find its creative roar. A roar that is creative, powerful and diverse. The LBB roaring worm became the new brand identity and an enduring vehicle for communicating the benefits of LBB to different audiences in a multi-channel campaign that ran online and across OOH posters.
Effects: Acceleration - there is year on year growth.
Commercial Confidence: Partners continue to back LBB.
Company Behaviours: Internal stakeholders were energised. The roaring worm is being used in all company merchandise.
Little Black Book - Empowering creativity around the world
LBB is a challenger with a bold mission: they want to become the No.1 global media partner for the creative world. We had to refine their brand position and create a campaign to broaden audiences’ understanding of their offer that reflects their disruptor attitude.