From Inception To Launch – New Brand Strategy
Alicia Dean
Co-Founder, Head of Insights
CHALLENGE
Creating a wellbeing brand fit for modern consumers
A leading multi-category consumer goods company wanted to create a new wellbeing brand, seeking insights on which product category to launch into, in-depth understanding of the modern consumer, and direction on what the winning brand proposition and digital marketing strategy should be.
The client knew that to understand the modern consumer of today, digital insights were imperative to gaining a true understanding of consumer needs, moments and preferences, and get ahead of emerging category trends and competitors.
SOLUTION
End-to-end digital insights
We partnered with the client, along with their traditional research partners, to create and launch a new wellbeing brand in the market. What started as one initial category trends project, overtime became a programme of strategic insights and analytics.
We helped the client make informed decisions through insights reports, dashboards, plus immersive and interactive workshops sessions within which we helped shaped the future product pipeline together with brand, product, R&D, and strategy teams.
As their end-to-end digital insights partner, we delivered across 3 strategic areas:
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Exploration – Foundational Consumer, Category & Competitor Insights
Using Search, Social, Reviews and Media data, we surfaced foundational insights across wellbeing food and beverage categories. This included understanding and comparing the level of consumer interest across categories, comparing competitor brand strategies, and uncovering key category and consumer trends, in order to choose which category to enter, and with what brand positioning.
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Development – Product Development & Optimisation Insights
Using Search, Social and Reviews data, we uncovered product insights in order to optimise the product prototypes, ensuring it provided the ideal experience consumers were unable to get from competitors in the market today, solving existing pain-points and leveraging consumers’ product preferences.
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Launch – Digital Performance Tracking
Prior to launch we completed an analysis of competitor digital marketing strategies across Social & Influencer, Search and eCommerce in order to inform the digital marketing strategy for launch. And since launch, we have been tracking its success with
consumers online, through tracking key digital performance indicators (e.g. including search interest and social media engagement). We’ve combined this digital data with the organisation’s own consumer data and traditional research data to provide a holistic analysis of the brand’s success in the market.
OUTCOME
Full digital launch
We were able to prepare our client for a fully digital launch, and ultimately establish a new wellbeing product into the market fit to meet the needs of modern consumers. The brand has been launched successfully in key test markets and is being rolled out to more geographies this year.
We established ourselves as the go-to-digital insights partner, built a brand from scratch together with our client, and also co-created a strategic roadmap for their future product portfolio.