I wrote a great hook for this one..

That's a fib, but here's a truth, you sell more when you fit into your customers' routines.

Need an example? Afters is for finding underground parties in Berlin. There are so many ways people can find parties from Resident Advisor to posters on lampposts.

The easy CTA for a brand like Afters is "Find Underground Parties in Berlin".

Short, clear, to the point,

But most people already search on Resident Advisor, how would that line convince them to change their behaviour and search Afters? Unfortunately being a "cooler" app doesn't motivate many people.

With a clear strategy, I delivered a way in that RA could never hope for.

Afters pulls from sources where line ups are posted last minute or after the event – Telegram groups, fan websites, Soundcloud – and being for people in the scene, they're the kind of folk who go to a party for the vibe and look up DJs after the fact.

So I did the opposite of what you'd expect.

If you want to know who you just danced to, ask Afters.

Instead of competing to be the place to find parties in the future, I found a key moment the target audience has a problem that Afters is uniquely positioned to solve and built the strategy around it. No one can compete, because no one else works like Afters.

Problem -> Strategy -> Branding

Love it!