At The Sound, we’re not afraid to push your thinking.
After speaking to 30+ of their viewers, we quickly realized the question the team should be asking was much bigger. Its core viewers were 35+ and ready to “break up” with the brand once their favorite shows went off air. They weren’t connecting with the new programming, nor the direction of the brand. So, we helped the team reframe the question from how to shape content and marketing against one audience to how to rebuild relevance across all audiences. There was no sense in putting a band-aid on a knife wound.
We then spent weeks immersing and watching every reality TV show known to man. Kidding! But sounds kind of fun, right?!
In order to dig deeper into the data and unearth the human insights behind it, we leveraged a combination of ethnography via The Sound Wave and in-home interviews across two key markets.
The impact of our beautiful, insights driven report and ethnographic film were three-fold.
First, we surfaced shared identity values so our client could transcend age and life stage — helping them maintain their loyal core base, but also grow with the next generation.
Then, we crafted content guardrails so they could create greater distance from the content/programming that currently perpetuates the negative stigma of reality TV—while dialing up its strongest equities.
And finally, we created a set of messaging guidelines so this TV network could show its viewers that the brand understands them and their needs via its TV promos and wider messaging / communication campaigns.
Making a Segmentation Sing
Pandora came to us, wanting to do a really smart, modern-day segmentation … not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.Read More
Pinterest: Global and Local
Pinterest asked us to help them explore and carve out value propositions for three new growth markets across Asia. By learning about the region’s local cultural nuances and social media landscape, we could help them cement their place in culture through future product innovations and marketing campaigns.Read More
The world’s leading events organizer was holding too many events to truly understand what makes each one special and different.Read More