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Co-creation of a new communication strategy

1 - Need
The company wanted to improve the brand positioning of an alcoholic drink and address new target markets by introducing a multimedia communication system. The idea was for TV and PRESS campaigns to pave the way for a SOCIAL MEDIA-based approach involving the web, YOUTUBE, FACEBOOK and APPS.

2 - Goal
We organized a workshop-based CO-CREATION session (involving end customers, the company and the agency), which was followed by FOCUS GROUPS and QUANTITATIVE WEB RESEARCH to test the creative ideas developed for each medium.

3 - Approach
ETHNOGRAPHIC OBSERVATION sessions on site and ONLINE INTERVIEW DIARIES were used to identify customer needs and expectations, especially in terms of emotional experiences.

4 - Solution
The results provided the company with insights that were put into practice during the creation of the communication approaches for the various forms/channels. They also helped to highlight the key messages that were most effective and in keeping with each medium.

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