BACKGROUND:

Our client, a jewellery brand, wished to understand its customers both demographically and psychographically (‘lifestyle’) in order develop a marketing strategy that resonated with the target audience.

COVERAGE:

Markets covered: 3 Asia Pacific markets.
Methodology: Online Quantitative study, followed by Workshops in the relevant markets amongst key personnel. These Workshops reviewed the results of the research and were used as a basis for further discussion. Various creative techniques were also introduced to illicit a deeper discussion and directions for future growth strategy.

RESULT:

This study culminated with the development of a ‘Brand Message House’, focusing on relevant overall product Platform or ‘Territory’, individual Communication Pillars, with associated rationale, and an overall ‘Communication Idea’.