Lonely Ghost
Here lies my favorite project, a content strategy build for Lonely Ghost. In the Spring of 2022 during my Branded Strategic Storytelling class, I got the privilege of taking a deep dive into Lonely Ghost consumers in order to create different buckets of content that would bridge the gap between their unmet emotional need and emergent trends in the retail space.
Who is lonely ghost?
Lonely Ghost is a street wear brand, driven by the desire to create human connection. Lonely Ghost is most commonly identified by their trademark hoodies, the front simply reading “This Song Reminds Me of You”, while the back lists 30+ ways to say “I love you”. Lonely Ghost’s mission is for their brand to be a reminder that we’re never alone, even in a world that can often feel lonely.
Meet Edgy Old Souls:
Just two years after the Covid-19 pandemic, consumer behaviors in the marketplace were still evolving to adjust to the “new normal”. Some of the more notable consumer behaviors emerging in 2022 were the desire for community, feeling a duty to make our world a better place, being drawn to minimalism and authenticity. Consumers were going back to the basics.
Cue Edgy Old Souls. These consumers understand the value and deep meaning of a seemingly simple term on a Lonely Ghost shirt, like “text me when you get home”, because it means something more: it means “get home safe please, I love you”. However, with trends in individuality, simplicity and wellbeing, these classic phrases are getting an edgy new spin.
Activation Examples:
How do Edgy Old Souls say “I love you”?
On most of LG’s lines, the back of the piece displays different ways to say “I love you”. For instance: “I warmed the car up for you”, “I saved you the last piece of pizza”, “tell me about your day” are sayings LG brainstormed as phrases that show love.
Findings: Individuality to the point of expressing yourself, but not to the point of alienating yourself is on the rise. Edgy Old Souls want to feel unique, but they want to be a part of something at the same time.
Solution: LG includes a tab on their website for Edgy Old Souls to send in the special things they do or say to show love. Using these submissions, whether it be on a limited edition launch or a staple, provides an opportunity for Edgy Old Souls to reflect on their lives and to have an influence over what goes on LG pieces, all connecting them deeper to the brand.
Ghost Grocery
Since its creation in 2019, LG’s shopping experience is primarily online. However, LG does have one small in-person store front. The storefront is entitled “Ghost Grocery” and it is located in Provo, Utah.
Findings: While e-commerce continues to rise, Edgy Old Souls want more than just a transactional purchase- they want connection, they want an experience.
Solution: To create more awareness for their store front and let Edgy Old Souls who may not have the capability to attend Ghost Grocery feel involved, LG creates a tab on their website with a virtual experience of Ghost Grocery. In this online shopping experience Edgy Old Souls can take a tour of Ghost Grocery, pick up items to add to their cart as if they were physically in the store, and even get access to exclusive pieces. This way, Edgy Old Souls feel as though they’re a part of Ghost Grocery without having to book a flight.