Daily Bread: Culture

  • Back Story: Daily Bread PA is already a staple in the Pittsburgh hip-hop and skater scene. From collaborations with Mac Miller to throwing some of the largest parties to to-founder Bill Niels famous street photography, they have a robust presence that they want to expand.
  • Challenge: Consolidate their social media presence, update their website for customer ease of use, and expand into the Los Angeles and New York markets.
  • Research: Analysis of competitors in LA and NY, social listening, and consumer behavior research to figure out which social media channels to best tap into for consumer engagement. Brands with similar social media and web presences prominent in hip-hop and skater culture were analyzed by social media engagement and purchasing power.
  • Discovery: People want to feel that they are a part of the culture that Daily Bread lives in through their various social media presences, but are not as quick to purchase their merchandise due to lack of exposure to the actual products and knowledge of availability.
  • Strategy: Leverage the engagement that their street and celebrity photography already have on Instagram by making their merchandise play a central role in the overarching culture.
  • Execution: Emphasize the brand as a unique personality by adding a ‘Culture’ section to a re-designed website that cycles back to their social media so customers will go from viewing the environment the brand lives in, to making purchases, and back to the environment again. Since implementing these mechanisms, sales have more than doubled with their featured fitted caps, among other items, selling out shortly after initial release and promotion.

Daily Bread PA is already a staple in the Pittsburgh hip-hop and skater scene. From collaborations with Mac Miller to throwing some of the largest parties to to-founder Bill Niels famous street photography they have a robust presence.