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Home Case Study: CPG
Optimizing campaign creative in brand repositioning
  • Challenge
  • Approach
  • Result

Challenge

The American corporate arm of a multinational bakery product manufacturing company wanted to understand how to reposition a recent acquisition: a frozen bagel brand that had once had a vibrant brand personality but that over recent decades had somewhat lost its luster. They wanted to understand which of three different branding campaigns could help revitalize the brand and provide a compelling reason to purchase.

Approach

We conducted a 20-minute online survey among a sample of 1,000 brand and category purchasers to evaluate different brand concepts and creative campaign elements. Using a monadic survey approach, our goal was to understand reactions to the central “big idea territory,” the relative appeal of each of the three concepts/executions, motivation to purchase, and opportunities for improvement.

Result

Findings helped to identify the elements that worked well across the three campaigns and narrowed the consumer target base to three key segments. Our client learned, however, that none of the three campaigns were quite yet “ready for prime time.” In order to develop a compelling brand personality for the brand, its creative team strengthened the RTBs and combined the creative elements that received the highest survey ratings to rework the campaign and thereby establish a unique point of difference.

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