AMN423: Creative Strategy and Solution for Crumpler Bag Company

This project delivers a comprehensive creative strategy and solution designed to address the advertising challenges faced by the Crumpler bag company, with a primary focus on global market expansion. The analysis begins with an overview of the Crumpler brand, highlighting its product range, target market, and advertising problems, specifically the need to enhance its global communication strategy. The advertising objectives are clearly defined using the SMART framework, aiming to increase brand awareness, expand the customer base, and strengthen the online presence. The project outlines a detailed creative strategy, including target market analysis, unique selling proposition (USP), positioning, and product benefits. The core of the strategy involves leveraging social media platforms to engage customers, particularly millennials, and foster brand loyalty through relatable content and influencer marketing. The campaign's tone is premium and stylish, emphasizing product quality and customization options. The 'Big Idea' centers on the tagline '#PremiumMeetsDiversity', promoting the brand's value offerings and diverse product range. The project emphasizes customer involvement, encouraging feedback and co-creation to stimulate emotional connection and brand loyalty across the globe, with the overall goal of driving sales and enhancing the brand's global presence.

Running head: CREATIVE STRATEGY AND SOLUTION
CREATIVE STRATEGY AND SOLUTION
Name of the Student
Name of the University
Author Note

1CREATIVE STRATEGY AND SOLUTION
Brand:
The bag manufacturing company, Crumpler is an Australian brand. The company
concentrates at innovative ideas, vibrant colours and good quality. The company currently
sells in the Australian and international market but is planning to expand its operations
(Crumpler.com, 2019). Crumpler is known for his high quality and high price with different
variants in colours. The product range of Crumpler includes Backpacks, Messenger, Work
bags, Travel bags and accessories (Crumpler.com, 2019). The products of the company have
evolved with the changing demographics, functional requirements and tastes of the target
consumers. The products are considered under the luxury category due to its high price,
which reflects its premium quality and life-time warranty (Crumpler.com, 2019).
Advertising Problem:
The advertising problem that the campaign will address is the restricted communication
approach of the company by avoiding the focus on the global market.
The expansion plan of the company should entirely be supported with a global
marketing communication strategy, including content and communication of unique
offerings. Currently, Crumbler does not reflect an effective advertising content targeted
towards the global market, its communication message content and presence is restricted to
the approach towards the local customer groups. The new campaign will transform the
message and reach of brand communication. The website content of the brand reflects the
concentration to their skills and understanding regarding customer needs rather than framing
the content based on customers’ preferences.
Advertising objectives:
 To communicate the global compatibility of the brand

2CREATIVE STRATEGY AND SOLUTION
SMART objectives-
Specific goals- To design the communication plan effectively that reflects the alignment of
the company's offerings and the changing preferences/trends amongst the millennial of the
global market
Measurable- The effectiveness will be measured by the increase in customer base and sales
by 20 percent from the international market
Achievable- The contribution of the marketing team can achieve the goals by researching the
changing trends amongst the target groups both in the national and international market
(Moore, 2017).
Realistic- The goal of a 20 percent increase in international customer base can be
accomplished by investing in the communication rationale of the product offerings.
Time-bound- The goal will be achieved in the 12-months period.
 To advertise relatable content and through relatable people for global expansion
SMART objectives-
Specific- To design content and appoint communicators that are relatable for the target
consumer group in the global market
Measurable- The accomplishment of the goals will be measured by the rate of involvement of
customers in promoting the brand.
Achievable- The goal can be achieved by aligning the media content relatable to the
millennials’ choice and preferences and by employing the opinions of the millennials in the
form of brand promotion.
Realistic- Crumpler can increase customer involvement and incorporate co-creation of the
brand by relating their thought process in the communication plan.

3CREATIVE STRATEGY AND SOLUTION
Time-bound- The goal can be achieved in the time frame of 8-months
 To strengthen the brand by increasing the online presence
SMART objectives-
Specific goals- To improve the online presence of Crumpler for establishing a strong image
and recognition of the brand.
Measurable goals- The success of the objective can be measured by the increased rate of
customer conversion from the improved traffic on online accounts and website.
Achievable goals- The goal can be achieved by increasing the content in social media pages
and designing contests for involving target customers from around the world in the same
platform.
Realistic goals- With the support of effective marketing content and SEO expertise, the
purpose of increasing the customers from the group participating in the social media pages
through likes, comments, sharing and co-creating content can be achieved (Knoll, 2016).
Time-bound- The objective can be achieved within four to five months period.
Creative strategy:
The creative strategy for the bag manufacturing company, Crumpler will be focussed on the
objective of solving the identified advertising problem of the brand. The creative strategy will
be designed by incorporating the following deliverables:
Target market-
The current target market of Crumpler is both male and female, of age group between
18 to 30 years. Based on the geographic segmentation, Crumpler targets both national and
international market. The company targeted the generation Y population who are office-
goers, college-goers. The company also targets the lifestyle choice of the customer groups, a
population group that reflects the inclination towards travelling and leisure. The brand also

4CREATIVE STRATEGY AND SOLUTION
targets the high-income groups for their high-priced products and premium quality. The
company should be targeting young Chinese population in the expansion as their purchasing
decisions are believed to be influenced by luxury brands. The brand aims the people who can
compromise on the budget for quality offerings, people who prefer the style with
premiumness and who reflects the tendency of buying products that can increase the
acceptability of their existence in the social groups and/or can be a status symbol in the
society (Hoonsopon & Puriwat, 2016). The brand also targets the consumer groups that are
inclined towards the idea of expressing themselves with their product choices. All these
characteristics perfectly align with the purchasing behaviour of millennial or the age group of
18 to 30 years.
Unique Selling Proposition (USP)-
The USP of the product offerings of Crumpler will be reflected in the creative strategy
of advertising the brand. The USP of Crumpler bags is product quality, premium pricing,
attractive colours and style and 5-year warranty period in return of the defects in
workmanship and materials of the product. The USP of the brand can also be its offering of
customizing the bags based on regional preferences and functional usage by offering a wide
range of option in the category of bag packs, messengers, travel bags and work bags.
Positioning-
Crumpler will be positioned as the brand that offers premium quality bags for every
functional need of millennial around the globe by ensured five-year warranty. The brand will
be positioned as an expensive premium quality bag, which can be a great splurge in terms of
quality, status and functional benefits (Deepak & Jeyakumar, 2019). Crumpler bags will be
positioned as a global brand selling good quality bags for each and every need of the
millennial that can stimulate the sense of customization.

5CREATIVE STRATEGY AND SOLUTION
Product benefits-
Product benefits that will be communicated through the implementation of the creative
strategy are as follows:
 Premium Quality of the bags
 Crumpler bags includes the options for addressing every functional need
 Long warranty period
 Available in different colours and sizes for reflecting different personalities and
functional usage
The principal benefit for global customers-
The worldwide customers will be promised a wide range of products for every
purpose and use including, school, college, university, work, travel, messenger bags and even
small accessories such as wallets, shoulder bags, waist packs and umbrellas. The global
customers will be promised involvement behind the decision of launching colours, sizes and
functionality in the Crumpler bags (Lee, Cheng & Shih, 2017). They will be offered the
benefit of buying the bag packs from physical store supported by the expansion plan. The
product availability and new product development launch decision will be communicated to
the international customers at the same time as the nationals.
Factors affecting consumer decision making-
The factors that can influence the buying decision of the target customers are brand
loyalty, quality assurance, group influence and pricing (Haugtvedt, Herr & Kardes, 2018).
Brand loyalty can be stimulated by engaging the customers or potential customers in the
process of building brand communication or in the marketing campaign. Forming an
emotional connect will also develop brand loyalty for Crumpler bags (Juster, 2015).
Emotional connect can only be established by initiating the sense of co-creation of the offered
brand by encouraging consumer opinions. Quality assurance of the Crumpler products should

6CREATIVE STRATEGY AND SOLUTION
be communicated as a USP by reflecting the process of manufacturing and reflecting long
period warranty (Zhang, 2015). The premiumness of the brand needs to be reflected for
accomplishing group influence. Premium pricing is perceived as premium quality by
millennial.
Purpose of the advertising campaign-
The purpose of the campaign is to involve the target customers from around the world
with relatable communication content for stimulating emotional connect and brand loyalty in
all across the globe.
Method-
The campaign will be executed in the social media platforms, which will engage the
customers in every stage of product formation (Murphy & Dweck, 2016). The target
customers from Australia and internationally will be influenced by reflecting their various
preferences regarding colours, functionality, sizes and quality in the product offerings. The
involvement of customers through social media pages will increase the brand familiarity and
recognition of Crumpler bags (Stephen, 2016).
The tone of the advertising-
The words that will be stressed upon advertising the Crumpler bags are high quality, durable,
stylish, one for every use and quality assurance. The bags will be advertised with the
depiction of luxury and premiumness, which can be used as a symbol of status in the social
setting. The advertisement and content will make them feel involved in the decision making
the process in terms of content creation and sharing views. The ad will generate the urge to
owning the products of the colour and style that reflects an individual's personality.
Creative strategy Statement-
The advertising campaign will attract local and international customers of the age
group between 18 to 30 years by communicating the main features and value offerings of the

7CREATIVE STRATEGY AND SOLUTION
brand, Crumpler including, quality, warranty, premiumness, wide product range and stylish.
The features will be communicated by relatable characters like college students or working-
class and YouTubers. YouTubers will demonstrate the customized form of their Crumpler
bags and share their opinion on the social media platform. The tone will be reflecting
premiumness, quality, one for every functional use and occasion and durability.
Big Idea:
The advertising campaign will reflect the value offerings of the brand, Crumpler.
Through this image, the brand can reflect various aspects of value offerings, such as, the
information that the brand has evolved from only focussed on the Australian market to a
global presence. The change in logo demonstrates the understanding of the company
regarding changing preferences as it has been mellowed down to a classy logo for global
expansion (Wells, 2019). The tagline of the new advertising campaign can be
‘#PremiumMeetsDiversity', which demonstrates the premium features of the products and the
collaboration of core product benefits with a diverse product range with the capability of

8CREATIVE STRATEGY AND SOLUTION
addressing different preferences and functional needs. The diverse needs can be subjected to
size, functionality, product reflecting different personality and products with different style
statements.
According to the customer insights of Crumpler bags, the diverse range of bags in
different colours and functionality will be promoted by relatable content and through
YouTubers. YouTubers will be approached for reviewing the bags and customizing the style
depending on their personality (Westenberg, 2016). This will influence the followers of these
influencers from around the world for owning one such durable and stylish bag. For
involving the customers, the customers can be encouraged to reflect their colour and style
preferences in the query box in Instagram, where the majority of the votes can be
incorporated in the product range (Dwivedi, Kapoor & Chen, 2015). The customers can also
be asked to review the bag and post a picture of customizing the bags in accordance with
their personality with decorative accessories with the tagline #PremiumMeetsDiversity.
These strategies can stimulate the sense of involvement in the product development process
of the Crumpler bags.
Communication of Rationale:
The above-designed strategy and idea will be the best solution for Crumpler’s
expansion plan as these strategies demonstrate the key value offerings of the brand by the
step of co-creating the preferred version with the involvement of people from around the
world.

9CREATIVE STRATEGY AND SOLUTION
References:
Crumpler.com (2019). Crumpler | Australian Designed Backpacks, Laptop & Casual Bags.
[Online] Retrieved from https://www.crumpler.com/au/
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising.
The Marketing Review, 15(3), 289-309.
Haugtvedt, C. P., Herr, P. M., & Kardes, F. R. (Eds.). (2018). Handbook of consumer
psychology. Routledge.
Hoonsopon, D., & Puriwat, W. (2016). The effect of reference groups on purchase intention:
Evidence in distinct types of shoppers and product involvement. Australasian
Marketing Journal (AMJ), 24(2), 157-164.
Juster, F. T. (2015). Anticipations and purchases: An analysis of consumer behavior.
Princeton University Press.
Knoll, J. (2016). Advertising in social media: a review of empirical evidence. International
Journal of Advertising, 35(2), 266-300.
Lee, W. I., Cheng, S. Y., & Shih, Y. T. (2017). Effects among product attributes,
involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific
Management Review, 22(4), 223-229.
Moore, J. (2017). Setting SMART objectives. Headteacher Update, 2017(6), 14-14.
Murphy, M. C., & Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of
Consumer Psychology, 26(1), 127-136.

10CREATIVE STRATEGY AND SOLUTION
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, 17-21.
Wells, P. (2019). Crumpler's new look: a laptop bag icon grows up. Retrieved from
https://www.smh.com.au/technology/crumpler-s-new-look-a-laptop-bag-icon-grows-
up-20180216-p4z0j0.html
Westenberg, W. M. (2016). The influence of YouTubers on teenagers: a descriptive research
about the role YouTubers play in the life of their teenage viewers (Master's thesis,
University of Twente).
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review.
Open journal of business and management, 3(1).