Proof
How to unlock a new technology platform for Unilever Hair
The challenge
How to create a consumer desired and future proofed product roadmap with a rather rudimentary (but well intentioned) technical starts-points and sketch book stim?
The outcome
Completely new, consumer rooted platform, clearly defined with key drivers & technical roadmap
The process
Working with key cohorts of growth across African-American, Hispanic, Caucasian and users / non users groups
5-day diary ‘immersion’ into the life and culture of hair goals, drivers, barriers and brand audit
Reflecting on immersion learning to select ‘live’ assets across comms and innovation to strengthen practical learning in next phase
Working ‘granular’ to understand how brand assets can work harder to overcome barriers and drive difference
Showcasing insight through hair stories and asset learning to define jobs to be done across marketing levers
Delivered beyond the brief, enabling us to leverage depth of insights across numerous strategic initiatives and vital insights into the brand communication idea
- Dove Hair lead
The process
Synthesizing 30 x flavour trends and quant reports to soak up insight across 8 regions
Creating 9 x Flavour platforms driving core range and extending out into new audiences & occasions
Using the platform stimulus to dive intentionally deeper into the lived flavour experience, tensions, occasion, attributes and flavour executions
Workshops and crafting to prioritise and build out 8 x flavour platforms and country by country flavour execution
Refinement of platform expression, isolating killer flavours and nomenclature strategy
Revealing the future portfolio map, the needs and audiences behind its mapping and optimisation for Quant
Deep and sound strategic thinking, coupled with the ability to design and manage processes that balance thoughtful exploration with a sharp focus on objectives, sets them apart
- Pepsi Marketing lead
The process
Diving into the lived experience of snacking & ice-cream and brands to surface goals, tensions and brand secrets
Snacks vs Ice Cream, Tubs vs lollies & sticks, unique format truths, ownable brand secrets, ritual & behavioural creative hooks, emotional highs & low
Developing a series of stretching insight & brand role adcepts to flex alternative creative hotspots
Using the adcepts to get deeper into the human truths with greatest emotional unlock & brand ownability
Revealing the deeper truths, creative hooks and 2 x lead hot-spots to unleash a sharper creative brief
In an age-old category the team went beyond the obvious & challenged how we understand & think about consumer habits, giving us some powerful ammunition to take into the creative process.
- Regional CMI Lead
The process
Working with R&D to master the science and art of the possible, allowing us to deconstruct, theme and simplifying learning stimulus and maximize potential of initial on-line phase
Exploring trends, tech and needs as we connect them back to our NPD ideas to optimize further
Working on-line to dive into the culture of hair & beauty and the drivers & disappointments of treatments
Utilizing research learning to build and refine lead platforms into consumer-first expressions and individual strategic frameworks
Mapping out a series of new platforms, their need architecture and strategic staging over time
The output was very inspiring and becomes the most holistic and insightful piece of work about Hair Treatment in China we’ve ever done
– UL CMI Lead
How to un-stereotype audience understanding to enable a 2x growth strategy for Dove Hair
The challenge
How to inspire a new growth strategy to fuel a new vision for positioning, comms portfolio and NPD through deeper, more segmented audience understanding
The outcome
Working beyond insight fundamentals alone to decode the launchpad for a new vision and un-stereotyped growth plan
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Building a consumer driven global flavour portfolio for Pepsi Energy
The challenge
How to re-engineer a ‘lift & drop’ tactical pipeline into a consumer driven, multi-regional flavour innovation pipeline with baked in reach and differentiation
The outcome
A new consumer driven vision for 3-year flavour strategy with quant validated difference and almost doubling reach
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Unearthing an ownable, disruptive human truth for regional Ice Cream Comms
The challenge
How to identify a novel, heart stirring human truth that can set up an ownable creative idea in a heavily commoditized ice cream sub-category
The outcome
The freedom of a ‘tight brief’ - energising a new creative team with a super deep creative truth and super clear creative guardrails.
