BRAND STRATEGY
Quibi Repositioning
CLIENT
Part of Masters program class led by
Elizabeth Talerman
ROLE
Brand Strategist
TEAM
Shrutika Manivannan, Alison Mansfield, Hannah Korn
DECK
CHALLENGE
Quibi was an American short-form streaming platform that launched in 2020. It generated 10-minute bite-sized content for viewing on mobile devices and despite its initial promise, was forced to shut down in 6 months.
Quibi's failure can be attributed to various factors: timing issues due to COVID-19, limited device accessibility, an uncompetitive business model, and a lack of understanding its target audience's needs. Our challenge focused on identifying zeitgeist opportunities for Quibi and finding the right audience alignment to meet their needs.
The challenge for this project is to bring Quibi back to life.
CULTURAL AND TREND AUDIT
We find ourselves caught between the extremities of choice, in a Limbo.
Emotion
WSJ: The Hot Shoe Right Now Is Called a Dad Sneaker. What Do Dads Think About That?
People turn toward the familiar to generate a sense of comfort in the face of the unfamiliar.
So what if people could align Quibi to their sentiment in the moment?
Experience
Hypebeast: Nicole McLaughlin's Diemme Collaboration Features Detachable Uppers That Turn Into Bags
People want their experience to be dynamic and ever-evolving.
So what if Quibi, changed every day so it’s never the same?
Narrative
Forbes: Fifty Shades Of Green: How Fanfiction Went From Dirty Little Secret To Money Machine
People don’t let what they love die and they create the things they love that don’t yet exist
So what if Quibi’s world is built with its people?
INSIGHT AND IDEA
Demand is not binary. It is a sliding scale.
SOLUTION
For insatiable optimizers, Quibi is the anti-attention economy streamer. We carefully curate a collection of audio-forward shows, movies, radio dramas, podcasts, and more designed for those who thrive on multitasking and inactive listening.
You don’t have to be all ears with us. One is good.