Creative Brief- Gorilla Tape Campaign

Creative Brief

Brand: Gorilla Tape

02.04.16

Rachel Radecki

Communication Objective

Customers should be able to utilize Gorilla’s website as well as its social media to see Gorilla Tape in action and find inspiration for their own projects.

Industry Trends

Despite the stalled housing market during the recession, the home improvement “do-it-yourself,” or DIY, trend continued to rise in recent years as consumers continue to invest in discretionary projects in their homes. DIY improvement expenditures increased from 32 to 34 billion dollars from 2011 to 2013. A Mintel survey from 2012 to 2013 shows that home improvement projects are more likely to be done by the consumer than by a hired professional. Forty-six percent of the 2,000 internet users aged 18+ from the survey planned to do a home improvement project as a DIY project versus the 32% who expected to hire a contactor. Consumers are increasingly looking for expert videos and workshops to help with home improvement projects. In a 2015 Mintel study, 24 percent of internet users over the age of 18 who personally engaged in any DIY projects in the last year found inspiration in social media. Another 35 percent found inspiration in instructional videos online. According to another study from Mintel in 2013, 13 percent of people reported that lack of skills or knowledge in executing projects was a barrier to performing home improvement projects themselves, demonstrating the consumer need for guidance in executing home improvement projects. The Gorilla brand meets these consumer needs by appealing to the DIY-type audience and offers project tips and advice on its website.

Target Audience

This campaign will be aimed at younger “do-it-yourself” types ages 25 to 44. This is the age group in which people are starting or expanding a household, so they would most be in need of home improvement resources and products, like Gorilla Tape. This audience also includes both men and women. Though men are the more active DIYers, women have become more engaged in home improvement projects in recent years and are especially active on social media sites, like Pinterest, for project advice and inspiration. As the Gorilla website suggests, the target audience consists of DIY consumers of all ability levels, from novice to dabbler to expert.

Key Insights

Young “do-it-yourself” types are mainly interested in creativity, safety and efficiency in their products. The target prefers to do a project themselves as opposed to hiring a professional. The target audience utilizes multiple social media platforms and consults internet sources to seek and share advice on DIY projects. The target desires a strong tape that can reliably get the job done and desires utility in a product.

Points of Differentiation

Similar products to Gorilla Tape, like Duck and Scotch tapes, emphasize craftiness over utility in home improvement; their websites utilize a lot of color and flair to market their products. These websites focus on craft, color and decoration, but also offer unique craft and project ideas. To compete with those brands, Gorilla must emphasize the superior strength and durability of its product in addition to similar craft and project ideas. The Nashua brand is more similar to Gorilla in that it appeals to construction and maintenance home improvement projects, but does not offer the advice or guidance that Gorilla’s website does. Gorilla’s main distinction as a brand is that it is strong, but also useful for everyone, from project novices to experts.

Main Idea

Gorilla brand offers inspiration and advice on home improvement projects that require the Gorilla Tape.

Supporting Facts

1. Gorilla duct tape is twice as thick as regular duct tape and uses two to three times the amount of rubber-based adhesive.

2. The Gorilla Glue Company exists on multiple social media platforms (Twitter, Facebook, Instagram, YouTube and Pinterest).

3. Gorilla Tape comes in many different sizes for a variety of projects: 35-yard roll, 12-yard roll and a Duct Tape To-Go 1" Roll that is 1 inch by 30 feet.

4. Gorilla Tape is designed to stick to rough surfaces including stucco, plaster, wood, brick and metal.

5. Gorilla offers project videos and tips on its website that show its products in action.

6. Gorilla tape has a weather-resistant shell for outdoor projects.

Mandatories

The different Gorilla Glue Company social media sites need to be included on advertisements throughout the campaign in order to increase consumer participation on these sites and followers on all platforms. The gorilla mascot and logo should also be included throughout the campaign, as well as the slogan “for the toughest jobs on planet earth,” all of which are central to the company’s identity.