Our client, a leading company in personal care, was looking to develop the best brand communication strategies related to movement; they needed a granular understanding on the tensions to movement with a particular lens on diversity and inclusion narrative across 7 culturally different markets, including Indonesia
2 stage approach:
- Online in-depth interviews with the experts to understand the cognitive, cultural and behavioural tensions surrounding movement. The client then developed evocative statements to be tested via online community.
- Online community with general and inclusive consumers; to stimulate consumers with statements and enable them to unveil their truths beyond the obvious narrative around movement and also through self-defined movement challenge.
Outcome and Project Impact
We got a rich understanding on cultural narratives surrounding movement or being active in Indonesia as well as identified real tension points, barriers, and drivers of movement for the client to build best fitting brand communication routes that change behaviour.