Tailor-fitting a brand message to move western moms

Problem:

CuboAI is a smart baby monitor that offers relief to worried parents. Their AI-powered baby monitor keeps an eye on their little ones, while they go about their busy lives. Founded in Taiwan by entrepreneur and mother, Joanna Lin, Cubo knew exactly how to satisfy the needs and desires of its core audience and grew rapidly across Asia. When it came time to introduce the brand to the US and European markets, our long term partners at Facebook reached out on behalf of Cubo to help develop refreshed messaging and creative.

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Beyond the functional, we needed a thorough understanding of the emotional and aspirational needs to connect with western parents.

The guilt that parents feel over spending time away from their little humans – whether for work or rest – is nothing new. However, we found out that this experience is even more pronounced among US moms, intensified by social media and the false expectations it creates. A Pew survey found a stunning 40% of Americans believe that when a mother works outside the home, it actually harms her children (source).

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Our success lies in changing how moms perceive time away from infant and toddler care – from being plagued by guilt to feeling more assured. The social campaign was anchored on the idea “Recharge for the longer journey ahead”, which brings to life the message that caring for themselves and caring for their baby don’t have to be mutually exclusive. CuboAI takes the guilt out of taking time off from child care, so parents can actually take their personal time with confidence and return recharged.

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Results:

The three playful videos we created for CuboAI highlight the monitor's special features and also made the emotional pay-off for parents clear. This brand promise was made more vivid by the creative work using a soft pastel colour palette and cute icon animations.

Beyond the functional, we needed a thorough understanding of the emotional and aspirational needs to connect with western parents.

The guilt that parents feel over spending time away from their little humans – whether for work or rest – is nothing new. However, we found out that this experience is even more pronounced among US moms, intensified by social media and the false expectations it creates. A Pew survey found a stunning 40% of Americans believe that when a mother works outside the home, it actually harms her children (source).

‍

Our success lies in changing how moms perceive time away from infant and toddler care – from being plagued by guilt to feeling more assured. The social campaign was anchored on the idea “Recharge for the longer journey ahead”, which brings to life the message that caring for themselves and caring for their baby don’t have to be mutually exclusive. CuboAI takes the guilt out of taking time off from child care, so parents can actually take their personal time with confidence and return recharged.

‍

Results:

The three playful videos we created for CuboAI highlight the monitor's special features and also made the emotional pay-off for parents clear. This brand promise was made more vivid by the creative work using a soft pastel colour palette and cute icon animations.

GreenLight is listed at a US$1.2B valuation despite the headwinds and will be bringing its first product to market in the coming year.

NASDAQ: GreenLight Biosciences

Structuring highly technical information for sophisticated biotech investors for a NASDAQ listing

Problem: GreenLight Biosciences develops RNA solutions for some of the world’s existential problems: famine, disease and environment. They have a unique problem; their breakthroughs to previously insurmountable scientific problems were so novel, it was difficult to believe.

With the Theranos scandal unfolding daily on the front page of the Wall Street Journal, and SPACs decidedly “on-the-nose”, the investor presentation not only had to diligently capture the facts, but present the science in a way that captivated sceptical minds.

Together with the GreenLight corporate affairs and science teams, we worked around the clock (literally) and combed through close to 1,000 pages, reviewing every single image, table and graph to make sure that the information was as clear as possible. If not, we built new visualisations of the data so that it was comprehensible with the least amount of cognitive load. On completion, a distillation of 56 slides was provided to investors and the SEC.

HUTCHMED’s Hong Kong listing opened at US$537M and saw a jump in share prices of 53%.

HKEX: HUTCHMED

Attracting retail investors with an innovative scientific pipeline

Problem: HUTCHMED creates drugs for patients suffering from rare cancers, offering relief to those with few options to turn to. Their innovation team of scientists have developed groundbreaking drugs. But the average investor wants to invest in a company they understand, not distant, complex science.

With 10 in-house developed drug candidates, over 40 global clinical trials, and a company of 4,600 employees, we needed to present the company’s many achievements in an accessible video for their Hong Kong listing.

Working with HUTCHMED executives, we executed a brand film from start to finish. We developed a script with a clear structure that showcased the company’s impressive science but focused primarily on the dedicated team who makes it happen. We catalogued HUTCHMED’s library, made up of 20 years of footage, which we then utilised throughout the film. We also directed shoots across Hong Kong and China to showcase the capabilities of the executive team. We brought all these assets, including sleek animations from our in-house animator, together for a five-minute video that was published along with the company’s listing.

Within a week of season two launch, 7,000 NFTs were minted and The Sevens made US$471K.

NFT Drop: The Sevens

Building an engrossing narrative for a Web3 company’s NFT drop

Problem: The Sevens was one of the biggest NFT projects ever upon their launch. However, an error in the minting process allowed one user to purchase 1,000 Sevens NFTs. The intended limit was one NFT per person. Despite the honest mistake, this destroyed trust in the brand and gave them the dreaded label of “rug-pull.”

However, The Sevens had no intention to take the money and run. They came to us to develop a long-term positioning for the brand that would help restore trust and promote their upcoming second season.

After surveying the Discord community and core team, we pinpointed the next stage for The Sevens; an anime-inspired entertainment universe. We would provide concrete value to the public with a compelling story that pulled on their heartstrings. With two months till the season launch, we analysed the brand’s 10K+ NFTs, established key story characters, developed a cinematic world, established an animation art style, and created an animated teaser trailer that featured all these components. This long-term brand direction is meant to repair perceptions about The Sevens, and establish more meaningful brand connections with NFT buyers.