The Approach
We set out on a journey of discovery and illumination by conducting a 3-day, online digital diary with the core target for each respective brand, who were also lovers of the brand. We wanted to understand who they are as people, how they connect with the brand, and their perspectives on the current ‘essence’ of the brand. Once we gleaned those deep, human-centric truths, we then created a strategic, actionable report and film to bring texture to our segments, and brought them to life through a musings session.