Major Appliance Manufacturer Improves Sales through Emotional Consumer Connection

CHALLENGE

A major appliance manufacturer lacked marketplace differentiation and was looking to create an emotional consumer connection with its target market. As such, it wanted to devise a messaging strategy that would go beyond functional category benefits to create an emotional consumer connection.

Project Objectives

  • Identify meaningful, emotional insights to leverage in marketing communications
  • Understand the persuasion and break-through potential of various advertising campaigns
  • Translate lead advertising campaign online in a way that emotionally resonates with consumers and is easy to navigate

SOLUTION

Insights in Marketing conducted a series of in-depth, one-on-one interviews and leveraged video-based homework of people performing household chores to identify emotional, meaningful insights.

Leveraging these meaningful insights, the client team created advertising concepts which IIM tested with consumers during in-person focus groups. 

Once an ad concept was selected, IIM conducted web cam online interviews with consumers to test the concept's effectiveness online via website usability testing.

RESULT

Through this 3-pronged approach the team:

  • Introduced a new integrated marketing campaign which included TV, print, in-store and online communication vehicles.
  • Experienced improved sales and increased brand relevancy (campaign ran for 3 years).
  • Identified an emotional linkage to brand perception and product use, enabling more effective communication with target consumer

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