To connect the Raid brand with the Brazilian shopper’s emotional and rational needs. As a result, we were expected to increase shopper loyalty and make the brand a market leader again.
The strategy was to uncover a cultural insight that reflected an opportunity for Raid. We found out that the main Target’s tension was the issue of bug infestation and diseases, and that no other brand in the category responded to this. Competitors were focusing on generic promotional campaigns instead of looking at what really worries people. So Raid became the first brand in its segment to embrace the cause of 'Bug Education' and position itself as a market expert by sharing knowledge about how to stay safe from bugs. We developed a multi-channel campaign that fulfilled the client’s goal. The brand became a market leader and our new approach to communication led to an increase in sales.
To change consumer behaviour, in three different countries by ensuring customers have ENO with them before heartburn symptoms strike.
The strategy was to conduct deep analysis of consumers in order to generate insight on how we could change their behaviour. We mapped the consumer journey from pain to relief, investigated consumer lifestyles, behaviours and tensions, looked for granular moments along their journey and identified where and when the brand could affect a significant change. The strategic take-aways were: an insight that responded to the challenge and that inspired the work of the creative team, as well as a channel strategy recommendation.
Sikana is a web/mobile based start-up that shares practical knowledge through on-line videos. All videos are translated and dubbed in 12 different languages supported by a worldwide community of volunteers. The challenge was to create a communications plan, mainly digital, that could drive brand awareness and increase the number of viewers and volunteer participants.
We started by developing a branding workshop to define key messages and find better way to communicate the purpose of the brand. We then developed a post-demographic analysis of all the existing targets and researched cultural contexts and trends that could impact the business. As a result, we created a concept strong enough to inspire brand storytelling and easy-to-communicate strategic recommendations that could seamlessly be translated into action.