WORKING WITH A CROSS-FUNCTIONAL TEAM TO DEVELOP A COMMUNICATION STRATEGY FOR A GLOBAL TOILET CARE BRAND.
Our client, a leading toilet care brand in metropolitan cities in India, had hit a ceiling on penetration and wanted a communication strategy that would unlock the next wave of penetration, including in smaller towns (Tier 2 and Tier 3 cities).
The brand’s rational advertising had taken it so far but no further, and there was a need to discover deeper emotional levers for conversion. We put together a robust research plan – secondary research of media to uncover possible positioning territories, offbeat interviews with a few popular regional soap opera writers, immersions and groups – and we uncovered several rich consumer insights and stories relevant to the category.
We then brought our findings to a two-day brainstorming workshop with a cross-functional team to develop positioning areas for the brand – we were able to enthuse ad agency guys and brand managers for this. The positioning areas were then tested for relevance and strength among consumers of Tier 2 & Tier 3 cities and were carefully fine-tuned. Given our strong client side backgrounds, we were able to help the brand and advertising team write the creative brief.
Next, using Creative Fuel ©, our proprietary insight and story derivation technique, we provided fodder to the creative agency for developing communication. The creative agency attended these groups, generated several scripts and put them through the test. The winning idea, aimed at converting non-users, came from a consumer in Delhi.
Since the advertisement was aired on July 2013, the penetration of this brand increased by approximately 2 percent points, an outcome that strongly proved the ROI of our research.