To truly understand lovers of this brand, we wanted to do more than just ask them questions; we wanted to deeply immerse ourselves in their overall food world. To genuinely connect with their audience on the West Coast, we did online ethnographies, cooked with groups of guys at their homes, hosted Iron Chef-style cooking extravaganzas … and went shopping with our guys to understand his favorite brands and his cooking inspiration. From there, we brought the heart and soul of these meat-heads to life through a documentary-style film and an engaging debrief that brought them into the board room, allowing cross-functional teams to feel close to this audience.
As well as helping cross-functional teams really start to understand their audience, we helped the brand set strategic guardrails for the future — working with them to understand potential territories to play in that stay true to their brand … while linking to the everyday wants and needs of these sausage lovers.
Humanizing Big Data
Humanising and bringing big data to life in a vast country such as India is often a long and expensive process — but not as challenging as predicting the direction of this fast-growing economy.Read More
Understanding the Target Audience
A leading sports drink brand wanted to build empathy and brand loyalty by learning how to articulate the differences between its target segments. It wanted to debunk any myths or stereotypes associated with those segments, and then teach their team how to get into those different mindsets.Read More
Connecting Brand and People
Connecting brand and people means practicing empathy and immersing your brand in your customers' daily lives to gain firsthand experience. One of the best ways to practice empathy is to experience it with your target. This sports drink brand signed up to do just that, getting out of the office and into their consumers' everyday lives; taking a walk “in their shoes.”Read More