Optimizing Campaign Development

Challenge

Optimizing a campaign strategy to grow awareness of a dairy brand’s practices to protect current consumption levels.

Our client, an advertising agency, came to us with a dairy brand who needed guidance on developing their upcoming campaign. The agency created two potential strategic territories to help guide the development of their campaign, with the goal of showcasing the brand’s sustainability practices.

Approach

Our approach was qual-focussed, running a series of focus groups where we explored two strategic territories. We dug into what aspects of the territories felt compelling, relevant, and believable to participants – and whether these territories shifted their perspectives at all towards dairy’s sustainability practices overall. Conducting virtual groups, and connecting with our agency client in between each one, meant we could remain agile and adjust our line of questioning as went, to zero in which campaign was the most compelling to people and why.

Impact

The result was a quick-turn report delivered shortly after fieldwork ended, which highlighted key strategic recommendations. This provided our client with plenty of insights to chew on! They had the information needed to move forward and optimize a campaign strategy for their dairy client, in a way that would best exemplify dairy’s commitment to sustainability.