Exploring Reactions to Brand Activations

Our client, a leader in the snack bar space, knew they had strong functional equity but desired to increase the emotional relationship people have with their brand. As such, they wanted to explore people’s reactions to their brand purpose manifesto, as well as ideas of how to communicate their purpose in a compelling and relevant way.

To achieve our objectives we used a streamlined approach, running 4 2-hour virtual discussion groups with both brand lovers and competitor buyers. First, we had participants complete a pre-task to prime them for the groups as well as capture incoming perceptions of the brand. During the discussions we then explored their reactions to the brand purpose manifesto and a series of activations across TV, social media, and real-life, to understand how each performed on key metrics such as relevance, fit with personal values, emotional resonance, clarity, and fit with brand.

We delivered a detailed, strategic report providing our client with a clear understanding of how their brand purpose and ideas were resonating (or not), and a set of guardrails to use moving forward to ensure they hit the sweet spot in their future activations.