BOOMCHICKAPOP:
BUILDING A MODERN ICON

Challenge

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Placing the consumer at the heart of every decision, accelerating brand and business success through fantastical creative & copy across all media platforms.

To grow, truly grow, your audience must embrace and make the brand their own. This can be local, this can be regional, but only then do you begin to see true acceleration on a national scale. FRWD’s challenge (in partnership with BOOMCHICKAPOP teams) was to create an icon, not by outspending the competitor, but by outthinking, out maneuvering, and flat out working the competition. To build towards this challenge requires creation of singular brand ideas and design standards, then adhering to the version of this through all communication.

Insight

To achieve this scale requires great output and great process management. Tying the two together, FRWD created “the FRWD way” for BOOMCHICKAPOP. Essentially, placing the audience (refined by 1st party data) at the center of all decisions. From this core, FRWD created multiple audience segments and designed real-time communication and media targeting to meet those consumers where they at their most fantastical. Whether in store, online, uptown, or downtown.

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Solution

A re-imagining of the social/website content hub providing access for Boom Besties to everything BOOM at their fingertips, along with creation of online videos showcasing the BOOM brand cut into all online formats from long form to :15s and :30s to support media.

Hundreds of original pieces of content created, all unified in tone and structure to promote the foundation of the brand’s communication.

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The Boom Tour driving local live popping on campus and to customers

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Significant reach into influencers including co-creation of video content as well as branded partnerships which drove talkability and brand expression