Exploring Creative Messaging Directions

Challenge

Exploring the role our client’s products play, and the perceived utility of subscribing to their services, for a key segment –broadly and in the context of potential messaging territories – to inform their Q1 creative messaging.

Riddled by a rapidly-evolving political climate, the flood of AI, and subscription fatigue, our client, a legacy news and media brand, sought to test people’s reactions to potential brand communications.

Approach

Before exploring our client’s role in the market, we needed to understand people’s barriers to the category. We tasked participants with a pithy homework assignment which uncovered human truths and perceptions of our client and their competitors, to prime our target audience for 90-minute discussion groups. Here, we dug into people’s motivations, needs, drivers, and barriers around the category, our clients offerings, and subscription models.

Impact

Quality news remains in heavy demand, but the qualifications for relevant, and unbiased news have evolved. Our punchy topline report empowered our client to empower their creative messaging territories while providing guidelines and guardrails for effective future brand comms.