How do 250+ pages of data become a universal story that sells more business?
A national advertising agency seeks to be the agency of record for an international retail brand. Using hundreds of pages of research from focus groups across the country, ThinkinBig culls this extensive research into key insights and take-aways – prior to AI. The goal? To win the account and, in turn, launch a new product line that resonates with a new target audience of younger women.
As one of the only women at the table, ThinkinBig takes to the research – and the dressing room – to help the account team humanize and translate the data.
The result?
ThinkinBig discovers the universal truths that unify the audience and broaden the appeal of a well-established brand.
Here's how ThinkinBig finds the compelling story…
Client
This jean manufacturer is woven into the fabric of American life as one of the top three brands in the U.S. It’s a history that spans more than 100 years.
Challenge
Launch a new line of women’s jeans in a national press kit for the industry and media.
Strategy
Through the art and science of storytelling, ThinkinBig proceeds to:
- Utilize focus group research to personify this leading brand as a trusted confidant who “listens” to women in their timeless quest for the perfect jeans.
- Position and introduce the brand as the answer to that quest and position the target market as the brilliance behind the new design.
- Engage media and the industry in a short, upbeat, and entertaining journey through the mind of a woman on her quest – a departure from the usual tone of industry launches in this price category.
- Reinforce that this is truly a new line of jeans for this well-established market leader.
- Design campaign concept that gives creative inspiration to a themed series of print and broadcast ads as well as in‐store signage and displays.
- Further strengthen the brand’s position as a jean manufacturer known for quality and value that keeps current with the needs and wants of its target audience.
Results
This concept won ThinkinBig’s agency client the account and led to additional presentations on two existing brands of both women’s and men’s jeans.
Given the expertise to synthesize research and data into a compelling story that resonates with target audiences, ThinkinBig becomes the agency client’s go-to source for campaign pitches and rationales. This includes national retail brands in a variety of industries – art and framing, grocery, home security, cameras, restaurants, home and gardening, tax services, and more.
