Develop messages that break through and drive action. We help you craft communication strategies that resonate with your target audiences and achieve your business objectives. Through testing and optimization, we identify which messages, creative approaches, and media strategies drive the strongest response. Whether you're launching campaigns, refining existing communications, testing pharmaceutical Detail Aides or exploring new channels, we ensure your messaging connects with what matters most to consumers and delivers measurable results.
A successful leader in the anti-aging at-home hair care category enjoyed consistent year-over-year growth, expansion in national chains and robust e-commerce performance. However, repeated fluctuations in brand positioning and visualization had resulted in a fragmented and unclear brand identity. Internal debate over the brand’s emotional personality risked making the brand unrecognizable to its loyal customer base. The challenge was compounded by a growing competitive landscape filled with new brands actively embracing aging. To defend their market position, the team needed to validate a refined and unified brand identity, solidifying the brand’s "hero" role in empowering customers with the confidence to embrace aging beautifully.
Consumers already held positive impressions of the brand, associating it with reliability, timelessness and graceful aging. The brand’s value proposition highlighted healthy ingredients that replenish components lost with aging. Consumers’ desire to approach aging with a balance of positivity and realism aligned with the brand’s existing perception. Refined brand positioning and advertising were essential to capitalize on these strengths and drive market share.
To validate new emotional positioning and refine creative directions, qualitative research explored three distinct creative concepts and four potential taglines. The research pinpointed a winning concept favored for its strong sense of positivity and relatability, while rejecting a separate concept that was thought to have merit but generated significantly less interest as it felt unattainable to customers. Consumers consistently gravitated toward messages that embraced aging over those that suggested fighting or conquering it. This mindset strongly supported the selection of one specific tagline due to its empowering and inclusive message.
Leveraging this insight, our client validated a unified, powerful emotional positioning message rooted in positive, relatable confidence. Activation focused on implementing imagery that reflected diversity, ensuring the confirmed tagline led all communications. The strategic learnings enabled the successful deployment of a unified brand image, secured modern relevance and drove continued sales growth and market leadership.
