Identifying Ownable Spaces Within Entertainment

Challenge

Helping a social media company revisit its creative strategy to fuel the development of an impactful campaign that would drive relevance amongst teens. 

Our client, a reputable social media brand, knew it was competing for share of mind (and entertainment time) with many more channels, programs, devices, activities, etc. than just social media alone. So they needed to widen their aperture to allow them to take into account ALL the functional and emotional needs teens have.

Approach

We conducted immersive discussion groups with lively and articulate teens, including a pre-task, to identify examples of content they considered: hilarious, uplifting and made them feel understood. We had ongoing huddles with the client team and evolved the conversation with teens throughout to best align with what the creatives were most inspired by. After the discussions, we led a collaborative workshop with all the stakeholders to pull out emerging themes and brainstorm around how these findings could drive the developing strategy.

Outcome

This work was successful in energizing the creative team to create amazing and engaging advertising that genuinely resonates with teens today.