To: Kazia Laricoidea, Sixth Bloom (Clerk)

Cc: Alina Laricoidea, Third Floret

Subject: New Year's Marketing Campaign

 

Dear Kazia,

Thank you for contracting my marketing consultancy for this exciting new campaign. 

 

I promise I definitely don't have any ill will against your people for taking away all of my corporate clients and abolishing money! My new hab is very nice, thank you for your assistance with that. I'm not distressed by the end of capitalism at all! So thank you for your concern, but I don't feel these wellness checks you've been arranging are necessary.

 

In any case, I have been pursuing a few different avenues of content for your big planned marketing push for January. I understand that you need banner ads, videos and infographics for online use, as well as audio segments for community radio. 

 

Interestingly enough, the wellness worker you've been sending round, Miona Lonicera, Third Bloom, is a natural at audio and video content. Her charisma is very compelling, and she has been surprisingly pleasant to work with in producing things like e.g. scripted interviews, short radio spots, and even photo modelling. She is quite striking to look at, and I would love to put my work with her on a more secure professional footing. She showed me some kind of contract which I have asked my assistant to look at for me. (For some reason, my legal consultant Alice hasn't been responding after sending some sort of garbled text message about 'Class J'? If you have any insight, please let me know, I am concerned for her safety.)

 

I have gone for two different strands of core theming. The first is simply entitled 'New Year, New You', and this is really a spotlight on the transformative, positive effects florethood can have. We got some great interviews and pictures from some of the florets you recommended, so thank you for that. Things like successful gender transitions and, well, what I would previously have described as niche furry content have had very high engagement rates in our past campaigns for you, and I anticipate further success with this.

 

The second is styled to look more like a gritty, underground campaign - street art styling, promotion through popular influencers, less strict visual branding discipline. We're also attempting a subtle reverse psychology, exploiting the ways I have heard some of those 'feralists' you have outlined as a key target demographic speak about domestication. The core message is: "2260 is a great year to lose your mind. What will you gain instead?" - and similar, e.g. "2260 could mean the end of your independent life. Let's see what happens afterwards." The idea is to acknowledge the fears and anxieties that this demographic spoke about in focus groups, and then immediately open them up to new possibilities they might not have considered. In focus groups, this went down a lot better than merely trying to reassure them that domestication was safe, they'd have plenty of agency, etc., and other such attempts at apologetics.

 

This latter approach, which we piloted in some of the groups you suggested, has created a huge amount of engagement - lots of people researching xenodrug effects, implantations, and the services their domestication centre provides. We even have three new florets who cited the campaign as a direct contributor to their initial interest.

 

Let me know what you think of the materials, and I'm looking forward to working with you on the Summer Campaign. Thank you again for your introduction to Miona, although I do assure you I am in no need of further wellness checks. Miona even recently gave me a medical monitoring necklace, which should mean no further interventions are necessary on your part to maintain my health. I must admit the Compact does have excellent, comfortable and stylish wearable technology.

Regards,

Ms. Lyra Buttworthy

CEO, Buttworthy Marketing