Case Studies

 

Crest – China

What they said…

“We were the first toothpaste brand in China 15 years ago and while we have grown our product portfolio we have not grown the brand share of mind…what need a brand campaign and not one off product TV spots.”

What we did…

Ethnographic study across Tier 1,2 and 3 cities throughout China and creative workshops with consumers to gain insights into their lives, brand and product perceptions. Created a campaign strategy of ‘Crest smiles that make a difference’ and launched the campaign with a 5 minute short film.

What they said then…

This is the first time we have had a brand campaign that can work across 22 different variants together with a unique and holistic launch plan.

 

Elizabeth Arden – Global

What they said…

“We are 100 years old and as we are aging so is

our consumer. We need to bring younger women to the Elizabeth Arden counter ”

What we did…

Ethnographic study to uncover “What is beauty?” with industry trend setters, implementers and friendship groups in Milan, New York, LA, Shanghai and Hong Kong and developed a positioning of “Authentic beauty” based on consumers insights of beauty as a highly emotional idea about caring, love and real connection with one self and others. The idea was brought to life through a slide show, quote book, strategic and creative presentations and film of the research.

What they said then…

 

 

Ariel – China

What they said…

“We are China’s most premium machine washing powder but have flatlined with a 3% market share.”

What we did…

Ethnographic study across Tier 1,2 and 3 cities throughout China and in home visits with consumers to gain insights into their lives. We discovered their love of fashion, music and self expression as they were blossoming in opening up of a new China. We created a campaign strategy of ‘Ariel helps to express the many facets of a woman’ and created a music driven, non-CGI, graphically striking campaign matching womens moods with the product variant attributes…

”Ariel – When you are ready to shine!”

What they said then…

This is so different and ground breaking not just for P&G but also for advertising in China today. The work was to be put into test.

This fits with the soul of Elizabeth Arden the founder who believed in holistic wellness as the secret to beautiful skin. The new positioning will roll out across product, counters, packaging and communications simultaneously, globally in 2014!

 

 

Fineco – Italy

What they said…

“We are creating a new brand campaign for an Italian internet bank and need to understand their consumer and potential audiences.”

What we did…

Ethnographic study in Rome and Milan comprising

 

 

 

Intel – US/India

What they said…

“We have a new advertising campaign ‘The sponsors of tomorrow’ but we want to understand the technological horizons of consumers in the first and third world.”

What we did…

Creative workshops with Intel segmented consumers to uncover how technology might be applicable in public and private sphere in the next 50 years. Discovered that US consumers were looking for more rationale and personal applications ie longer battery life while Indian consumers saw technology as a tool to overcome social issues of education, language, poverty and health care.

What they said then…

These trends and the supporting insights will be given to the Agency for use in creative development for the next round of work. of in-homes with couples, in depth interviews with industry experts, client sales rep in-office interviews. Discovered that Italian consumers are already distrustful of the banking system and the internet intensifies their fears but Fineco is the only bank used by financial experts for its innovative approach to investing.

Hence developed a positioning of “La tua guide per la tua vita” (your guide for life)

as a way to enhance the role of the sale reps.

What they said then…

We love the expanded platform that this positioning affords us and are moving into production with the new brand campaign.

 

 

Fibre Tibet

What they said…

“We are want to launch a high-end Cashmere based fashion line where all proceeds go to sustainable programs for Yak farmers in Tibet but we’re a non profit and don’t have extensive funds or experience?”

What we did…

We defined a brand identity, created a brand soul video and launched the line with invite-only private fashion events in LA, NY and SF and a PR campaign with Sharon Stone as the Fibre Tibet spokesperson. The events were attended by media, celebrities and key fashion influencers (i.e stylists, photographers and models).

What they said then…

The campaign was phenomenal success raising $90,000 and garnering national PR in pubs like Elle, Cosmo, Vogue as well as creating a database for future marketing efforts.

What they said…

“How can we create and launch a consumer brand using our database of alternative health practitioners as a key benefit and be more than just a directory?”

What we did…

A series creative workshops using diaries, story telling, collages, brand sorts, interviews with constituents of the LOHAS markets: consumers, practitioners and key alliances in a nationwide study including the NY, LA, SF, and CH.

What they said then…

We targeted our marketing efforts against “Seekers” and “Explorers” with a compelling brand soul of being “Impartial, informative, trustworthy”. As one of the fist CAM (complimentary alternative medicine) brands we could begin to own the positioning benefit:“alternatives for a healthier life” and created a multi-disciplinary communications campaign using the tagline: “Universal wisdom. Optimal health.”

 

 

Secara

What they said…

“We want to beta launch a new line of Chinese traditional herbal medicine. Who should be the primary audience? We need a logo, bottles and labels, web site and sales training materials.”

What we did…

A series of email surveys and teleconference calls with consumers and acupuncturists nationwide combined with desk research yielded the first line of organic traditional chinese medicine in the US.

What they said then…

It was a stealth launch to professionals only and all the communications were integrated with a brand soul of “expert and organic” with the tag of “The healing professional’s choice”. The launch was so successful within the TCM (traditional chinese medicine) community that the brand was purchased by a group of acupuncturists!

What they said…

“We are launching a new company on our belief that organically farmed or wild sustainable fish is better for you. Do consumers and fish buyers share our attitudes.”

What we did…

After rounds of in depth consumer interviews with men and women, fish eaters in LA, NYC, CH and the bay area as well as fish buyers in SF, NYC and CH. We discovered that CleanFish could establish itself as the defacto “expert” brand by forming alliances with key acquaculture players and providing clear, consistent educational tools for both consumers and buyers e.g. website, in-store leaflets, recipe cards.

What they said then…

CleanFish soft-launched the product in NYC and SF/ LA as highly receptive markets to a quality, healthy and premium priced fish brand and is now able to target to the 50 million gourmet foodies as a compliment to the health conscious fish consumer.

 

 

 

 

 

 

 

 

 

Round Pond

What they said…

“We are a premium artisanal olive oil with limited distribution. How can we increase penetration and margins?”

What we did…

In depth interviews with trade accounts; existing doors and premium desired doors, as well as gourmet foodie consumers resulting in a creative promotional plan to build community and drive sales.

What they said then…

We set up tastings at farmers markets, created the Round Pond gift sets and the Round Pond gift club to build a consumer database, increase our online sales and drive repeat business.

What they said…

“Our global sales force is meeting in Barcelona and they have very diverse ideas about who our target is…how can we help them?”

What we did…

A global trendsetter study of street scene interviews, videographies and shopping sprees with influencers in key cities: London, Tokyo, Berlin, Helsinki, Buenos Aires, NYC and created a “Living Brand Museum” installation for each city. The sales force could walk through, watch video interviews, interact with shopping spree finds, listen to music, read diary entries…

What they said then…

Finally we get who these people are…We’ve never seen them up close and personal like this before…The DVD takeaways will help sell-in the fashion forward elements of the line.

Sotheby’s

What they said…

“I am the lead luxury realtor for Sotheby’s San Francisco…a traditional and tight market…but after 15 years of referrals I need a new look and new news.”

What we did…

Competitive review, telecon interviews with existing clients, and analysis of category trends. Developed a brand soul of “Live Modern” based in trends of sustainability, green design, modernist architecture (the clients passion). Developed marcom plan that included new Corp ID, website, concierge team, and the Dwell Magazine sponsored Live Modern Marin Home Tour.

What they said then…

I’m ecstatic. As soon as the website launched I started receiving emails from new Clients commenting on the unique look and feel and asking to sign up for listings! I certainly stand out and for something very different now.