Human On Wheels (HOW) originated from the founder's personal passion and hobbies, blossoming organically. With a keen interest not just in automotive, she ventured into diverse realms of wheeled activities including biking, roller-skating, skateboarding, and more. In an industry predominantly occupied by males, she observed that individuals passionate about different types of wheels formed their own unique communities. Inspired by this, she envisioned a community media platform where 'wheelers' could connect, share their interests, and expand their networks. This idea aims to unite enthusiasts from various wheel-based disciplines, fostering a broader, more inclusive community.
However, as the brand grew, its identity became cluttered due to its organic beginnings. Hence, the founder developed a plan to refine the brand to enhance its future viability.
Challenge
Our research, aligned with Deloitte's findings on the 2030 media landscape, uncovers a distinctive trend in the Indonesian media sector gravitating towards a 'Creator’s Heaven' model. This model profoundly impacts branding and monetization strategies, flourishing in an environment with fragmented media landscape and modest profit margins. It encourages an open culture of collaboration, where local creators and intellectual property owners become key players, benefiting from direct connections with media consumers. Moreover, our research anticipates a decrease in the effectiveness of traditional advertising methods, suggesting that relevance will be maintained only through highly targeted strategies. This shift underscores the importance of active direct engagement between creators and consumers in Indonesia's evolving media ecosystem.
A significant mindset shift is necessary. Whereas traditional media focused on providing audiences with necessary and desired information for informational and entertainment purposes, today's media landscape demands a more expansive approach. In this new context, traditional monetization methods are basic requirements, with hyper-relevance and community building becoming crucial elements. Moving forward, nurturing community engagement and unlocking intellectual property emerge as paramount strategies in Indonesia's dynamic media sector.
Insight
HOW's past success is deeply rooted in its perceptiveness to wheeler communities. Unlike most typical media in its field, it emphasizes the emotional narrative of people on wheels, rather than mere specifications, prices, or performance. HOW believes that behind every wheel, there is passion and personal stories that make enthusiasts' hobbies meaningful. These experiences often extend to a network where everyone feels instantly connected due to shared enthusiasm. In short, HOW shares a human-side perspective, showing that people on wheels are more than their rides or hobbies, but emotional beings finding meaning in their enthusiasm.
Our exploratory research on HOW’s current and potential audience reveals that these qualities are noticeable as HOW’s distinctive appeal, especially to those following various wheel-related hobbies, including automotive, biking, and skating. This understanding brings a new approach to creating value around these hobbies, emphasizing emotional significance beyond just price.
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↧ More info
business@workbyw.com
↧ More info
business@workbyw.com
