a
The challenge
A relatively new brand to the notoriously competitive makeup category, KNOW Cosmetics needed to find the most compelling approach for the launch of its advertising in Canada. They wanted to come out punching to support their first successful products and lay the groundwork for future innovation.
What we did
We explored makeup category usage, attitudes and advertising with 25 women who know it very well. Women who use it daily and see it as an intrinsic part of looking their best. Using a collection of Slice tools: Competitive Mapping, Mock Shop, Pivot Point Positioning, Communication Diagnostics and Purchase Interest Impact.
The insight
While she enjoys what makeup can do, the truth is that cosmetics can fail her. Makeup comes with inherent problems: it can smudge, crease or just not do what it is supposed to do.
The impact
A positioning and masterbrand architecture that reflects the brand’s unique ability to address her needs. The client and their agency were able to create a global campaign that sets the brand apart.
The output
The challenge
The need was to carve out a simple, single-minded and clear positioning for the university that would differentiate York from its competitors. They wanted an aspirational and highly relevant positioning for millennials that would act as a cohesive rallying cry for all internal and external communications.
What we did
We conducted two phases of focus groups with target prospect students, influencers (parents and guidance counsellors) as well as York stakeholders - including current students, professors and staff. Phase one involved discovery and positioning development and phase two involved exploring advertising territories and honing the creative. Slice tools used: Decision Journey Mapping, Competitive Mapping, Pivot Point Positioning, Personality Planets, Communication Diagnostics, and Consideration Impact.
The learning
York needed to turn up the dial on public perception to match the reality of the university’s excellence and distinctiveness. York’s greatest and most relevant attributes are its progressive spirit, its commitment to social justice, its focus on critical thinking through flexible cross-disciplinary programs and practical experience through experiential education opportunities. York fosters students with a broad knowledge and skill base and enables greater effectiveness, leadership and creative solutions than other, more traditional universities. This is something millennials and employers want.
The impact
A clear and concise positioning statement that met all objectives and sets York apart. York challenges traditional ways of teaching to produce the most dynamic thinkers. Everything about York is a challenger brand. York didn’t need to compare itself to other universities, even implicitly. Its strength is not trying to catch up to old-school academia but in harnessing its distinctive edge.
The output
The challenge
How can Multigrain Cheerios broaden its “World Without Dieting” movement to talk to young girls? How can the brand shine light on the unhealthy dieting messages being bombarded at young girls without being self-serving?
What we did
Sequential qualitative research: Forums with tween and teen girls, watched by their mothers, designed to unearth the information and misinformation around dieting. This was followed by depth interviews with individual girls, and then paired interviews with mothers and daughters. Using Slice tools: Iterative moderating approach and Power word-cards.
The insight
Let girls themselves carry the message. They know more than we think.
The impact
An integrated, grassroots campaign to create change within the Canadian media industry.
The output
The challenge
To understand how donors decide where to donate and the barriers and challenges to a deeper and broader engagement; in order to inform its positioning for web development and communications, and fund raising strategy.
What we did
A multi-modal, 360° study to fully understand the barriers and opportunities: Stakeholder telephone interviews, online quantitative research and face-to-face focus groups – across three key targets: brand champions, those aware but not engaged, and those unaware. We exposed the language and insights from those most passionate about the charity, confirmed the charity’s strengths, determined barriers to engagement, and identified the most engaging and motivating insights and information. Using a collection of Slice tools: Competitive Mapping, Pivot Point Positioning, Concept Testing and Optimization, Decision Journey Mapping.
The insight
There is enormous misunderstanding and misperception in this category. The opportunity was to build from strength – target those already knowledgeable and passionate.
Outcome
A new positioning and donor strategy focusing on those most informed and concerned.
The output
