A leading regional personal care manufacturer’s Marketing team were about to do a big bang Middle Eastern launch of a product which was an enormous success in their other markets.
All content assets were ready, the target market had been meticulously defined, and the campaign launch was 5 days away. We were over their office, discussing another post-campaign analysis project. Since the new product campaign was an expensive one, we suggested them to go proactive. The customer’s marketing team almost laughed off our idea. They were used to conventional methods of how the test user group creation, campaign analysis and results compilation takes weeks. Reluctantly, the marketing team agreed to give us an opportunity.
We rolled out an aggressive campaign amongst our community members to ensure that those opting to be a part of this project matched the targeting criteria and were available at a short notice. We reached out to the cohort on our mobile app, showing unbranded versions of the client’s commercials and asked the community whether they identified with the model and the message, whether they understood it and if such a product is launched, would they buy it.
Our quick outreach to the community produced astounding results for the customer. An overwhelmingly majority of said that they didn’t identify with the model in the advertisement. Moreover, the real-life motions that the intended target customers go through were different from what the model was depicted in the commercial. Majority of the respondents said they won’t buy such a product.
As a result, the campaign was delayed, messaging was redone, and assets were redesigned.