Communication and Media
___________Detection of Insights Communications in Spain and Italy
INITIAL SITUATION
The communication agency detected communication territories because its client was considering an evolution in its brand's communication strategy that would be relevant to all targets, both current and potential.
METHODOLOGY
PHASE 01
To find the appropriate route, a qualitative exploration study was proposed with several stages that helped us obtain the path to follow. The first phase consisted of carrying out a 360º analysis of all the experiential aspects of the category, which allowed us to detect insightsopportunities to democratize the problem of hair loss.
PHASE 02
Together with the agency, we worked on insights powerful communications and first value propositions that would break down the existing barriers to the category and position it as the brand that will revolutionize the category.
PHASE 03
In a third phase, the value proposals were tested and the winning territories were defined.
OBJECTIVES AND RESULTS
An exhaustive analysis of the image of both the client's brand and the brands that constituted its direct competition was obtained.
Opportunities were detected that allowed the agency to democratize the message by addressing it through the definition of powerful communication territories.
