Subculture Analysis: Long-Distance Hikers

This presentation outlines a campaign to increase Blue Diamond nut sales by 10%, targeting the subculture of long-distance hikers. It delves into this audience's unique lifestyle and motivations, emphasizing their need for lightweight, nutrient-dense snacks that fuel extended journeys. The strategy leverages Blue Diamond's variety, convenience, and nutritional benefits to align with hikers’ priorities. Proposed tactics include influencer partnerships, collaborations with REI, and banner ads on hiking-focused websites.