Cases studies
Client: Cleo (Budgeting & Savings App)
Year: Spring, 2022
The Ask
Conduct research to inform a new marketing strategy aimed at driving organic traffic, increasing new user adoption and product understanding.
The Work
Survey with 919 users and representative sample of 1,880 non-users from target market.
Benefit
New consumer segmentation and value proposition, lead ongoing investment in brand awareness measurement tracking.
New Consumer Segmentation, Value Proposition, Media Channels
New consumer segmentation developed based on key demographic shifts between ages of 18-30 and corresponding changes in financial and career priorities.
List of 95 YouTube Channels, Podcasts, IG Influencers and other preferred online media channels for financial advice identified.
Brand Positioning & Brand Awareness
Calculated aided and unaided brand awareness for client and top competitors within category.
Awareness scores broken down by major demographics (age, gender, race/ethnicity, region).
Results used to inform messaging & communication strategy aimed at increasing organic traffic and at-shelf engagement.
Client: Sugarbear (Vitamins & Supplements)
Year: Spring-Summer, 2023
The Ask
Build shopper personas, identify new segments, map content to buyer’s journey to aid in 2x DTC and organic sales.
The Work
Survey of representative sample of 1,087 shoppers from total addressable market, audit of internal shopper survey, analysis of order data.
Benefit
New consumer personas and content library, provided framework for ongoing growth investments.
New Segmentation, Targeting & Retention Strategy, Conversion Barriers Analysis
Consumer segments developed based on analysis of Sugarbear’s order data, survey of Sugarbear’s total addressable market, and data from the US Census Bureau. Brand awareness and consideration measured, largest untapped markets identified.
Top conversation barriers identified based on sample of shoppers reacting to offers on Sugarbear.com.
Client: Adagio (Premium Salumi)
Year: Spring, 2022
The Ask
Position brand around sustainable farming, meticulous curing, and a delicious & healthy protein source.
The Work
Design homepages featuring new positioning language, brand & product story, CTA, hero images, social proof badges.
Exposed 1,152 shoppers to each homepage; identified top performing copy and objections preventing shoppers from buying.
Benefit
Launched AdagioSalumi.com featuring new positioning, aided in growing DTC sales.
Craft New Positioning Statements & Homepages
Interview with Co-Founders to understand brand history and current branding priorities.
New positioning statements crafted and embedded in homepage redesigns aimed at telling new brand story.
Measure Positioning Statements, Identify Objections Preventing Shoppers From Buying
Designed online survey with sample of 1,152 shoppers reacting to new homepages.
Measured perceived product, unique benefit, status & quality, and collected top objections to inform FAQ section, product pages, and about pages.
Client: Hydrant (Hydration Powder Mix)
Year: Spring, 2021
The Ask
Identify new claims language for ads, packaging, and influencers that drive shopper engagement and decreases acquisition cost.
The Work
Survey and experiment with representative sample of 1,500 shoppers.
Benefit
Brand awareness tracker, new on-pack claims on four products (Hydrate, Energy, Immunity, Sleep.), increased shopper engagement.
Brand Awareness
Calculated aided and unaided brand awareness for client and top competitors.
Informed messaging strategy aimed at increasing organic traffic and at-shelf engagement.
Test & Recommend New Claims Language
Identified value propositions, use occasions, ingredients, and nutrition content that resonated most with shoppers.
Top performing claims used to inform new, on-pack claims for client’s top products: Hydrate, Energy, Immunity, and Sleep.
Client: Heidi Carey (Premium Loungewear & Sleepwear)
Year: Winter, 2022
The Ask
Position brand around timeless beauty, old-world craftsmanship, classic style, and customer loyalty; attitude & usage study of current customers.
The Work
Design homepages featuring new positioning language. Survey of 200 non-users from target market and 100 current customers.
Benefit
Aided in driving DTC sales, informed new omni-channel messaging strategy.
Measure Brand Positioning & Craft New Positioning Statements
Designed online survey with a representative sample of 200 shoppers reacting to client’s current positioning.
Brand perception mapped by comparing client’s branding goals with survey respondents’ reaction.
Two new positioning statements embedded in mock homepage redesigns aimed at telling new brand story.
Attitude & Usage of Current Customers
Designed online survey to identify top competitors, product use, job-to-be-done, pain points and unmet needs.
Identified top product benefits, key demographics of customer-base (age, wealthy, region, urban-suburban-rural), closest competitors, most frequent product use-cases.
New product page claims, FAQs, and messaging opportunities for email and Facebook content.
