Engaging Keepers of the Chill
- Integrated IP Creation
- Creator Content
- YouTube Management
The brand proposition for STOK – Live The Chill – demanded an experiential ecosystem; this was intrinsic to establishing high brand affinity and a subsequent sub culture.
We proposed putting the brand’s target audience and consumers at the centre of this ecosystem. This led to the birth of the STOK Laughter Brewery, which would drive a strong sense of association for its club members, Keepers of the Chill. The format of the show and its focus on all things youth – talent, collaboration, and humour – translated into a highly successful content-driven IP for the brand.
“Sustaining and nurturing brand culture in a highly competitive environment (industry and content-wise) demands experiences that engage all our senses. Today, brand growth doesn’t stem from one-way conversations. It is born when your purpose is at the centre of a thriving, collaborative and fluid sub-culture. It demands active customer and community participation. The community club, Keepers of the Chill, and STOK Laughter Brewery were created to address this gap in the brand ecosystem.”
The bold and path-breaking campaign for the category translated into a series of positives for MoneyFlix. F Wali Pikchar transformed adoption for Moneyflix, all the way to the bottom of the funnel.
