Enter the blacksheep
Client: Think Indie
When the Coalition of Independent Music Stores (CIMS) created the idea of Think Indie, an online alternative to iTunes with higher resolution, shareable downloads and a page for each individual member store, we needed to brand this site in a way that would make the target feel the higher quality of the independent record store experience. This campaign resonated strongly with the bullseye of the target (heavy downloaders/men under 30) and built a cult brand through outdoor, digital and social media.
Results: Within two years Think Indie showed a seven-figure revenue stream. On a shoestring budget.