Optimizing Campaign Development

Our client, an advertising agency, came to us with a dairy brand who needed guidance on developing their upcoming campaign to grow awareness of the brand's initiative to protect current consumption levels. The agency created two potential strategic territories to help guide the development of their campaign, with the goal of showcasing the brand’s sustainability practices. 

Our approach was qual-focused, running a series of focus groups where we explored two strategic territories. We dug into what aspects of the territories felt compelling, relevant, and believable to people - and whether these territories shifted their perspectives at all towards dairy sustainability practices overall. Conducting virtual groups, and connecting with our agency client in between each one, meant we could remain agile and adjust our line of questioning as we went to zero in on which campaign was the most compelling to people and why. 

The result was a quick-turn report delivered shortly after fieldwork, which highlighted key strategic recommendations. This provided our client with plenty of insights to chew on! They had the information needed to move forward and optimize a campaign strategy for their dairy client, in a way that would best exemplify dairy’s commitment to sustainability.