GDLHubPitch
Sell belonging, not the product.
A private pitch to GDLHub: build a compliant content presence that moves the brand from a product people buy to a culture people want to belong to.
- Type
- Private pitch, not commissioned or launched
- Role
- Strategy and creative concept
- Format
- Pitch deck: objective, idea, audience, model, experience
- Timeline proposed
- Three-month content programme
The thinking
The category has product, not culture
Rather than selling cigars, the idea was to sell belonging: a living culture built around GDLHub over three months, rooted in class, achievement, influence and refinement.
Build the culture around characters
The audience was framed as three character pillars: The Old Guard, The Collectors and The Chosen. Only The Old Guard was developed into full visual direction for the pitch.
A property, not a one-off event
The commercial model proposed an annual premium property with partnerships across luxury spirits, watches, tailoring, automotive, aviation and grooming.
From the deck
Objective, idea, audience, goals and experience.
What was proposed
- A 12-week content bank to launch the culture.
- Projected reach of 4.5 to 7 million in Lagos, from the pitch's own assumptions.
- A target of 45,000 to 70,000 acquisitions at a conservative 1% conversion.
All figures are the projections and targets proposed in the original pitch, not measured results. Nothing here was commissioned or launched.