Overview
Project Background: Market Challenges of a New Category – Nuna Nuna is a new type of emotional tracking smart necklace, which is a “completely new product” in the market. Users have almost no knowledge of the product, and the brand and function awareness need to be established from scratch. As a new brand entering the public eye for the first time, the first batch of promoted influencers will directly affect the brand positioning.
Product core value: Technology × Emotion × Fashion
Through voice and heart rate sensing, it can identify the wearer’s emotional state. By using gentle light changes, it transforms emotions into colors, helping users understand and regulate their emotions. At the same time, it has a fashionable attribute and can be integrated into daily outfits.
In terms of the influencer strategy: We aim to convey Nuna’s brand personality through “style”. Therefore, we selected bloggers who have a sense of lifestyle, understand fashion, and have an aesthetic sense as our first batch of partners. Through their lifestyle content, we hope to convey to the market the unique brand essence of Nuna, which is “technology × aesthetics × emotional care”.
In terms of content creation: We take “A Day with Nuna” as the main thread, allowing the blogger to express around the theme of “How the Nuna Pendant helps record emotional changes in daily life”. They will cover different life segments such as the morning, commuting, socializing, to evening relaxation, presenting the flow of emotions throughout the day. At the same time, this natural way of presenting also showcases the product’s emotion recognition and color feedback functions. This narrative approach makes the product not just a technological device, but a part of life.
In terms of communication methods: We aim to make the brand concept truly “flow” in Nuna. Therefore, all content is presented in a life-like manner, making the abstract “technology × emotion” concept concrete, tangible, and easy to understand. Through the natural spread of social platforms, we gradually enhance the market’s awareness of our brand, help the brand establish an initial positioning, and enable more users to truly understand the value of this product.
Results
760k+
Exposure level
2.6%
Average interaction rate
↑45%
Visitor traffic of the standalone website
$5
CPM
>3%
CTR
