Informing Creative Messaging | The Sound — Greenbook
Informing Creative Messaging
Presented by The Sound
Challenge
Faced with the growing threat of free content, a leading media brand wanted to learn more about its potential subscribers and their thoughts on paying for news services, in order to inform creative messaging territories that would drive subscription. To that end, we aimed to illuminate this audience so our client could understand their lived experiences with the news category and brand perceptions, motivations for engaging with the news, and barriers to subscribing — to inform a poignant and strategic messaging direction.
Proprietary solution
We quickly moved into a series of pre-tasked virtual discussion groups. The pre-task allowed us to gauge the impact of the election and the current political climate on their relationship with the news & media, and the virtual discussion groups allowed us to dig deeper into the role the brand played in their lives and the drivers and barriers around the subscription model. We then shared out two potential messaging territories, illuminating the insights which resonated the most, the promises from the brand that were the most impactful, and the potential proof points that helped to drive credibility for the brand in the long run.
Result
Within a week of the fieldwork, we shared a robust topline report that described how well the creative messaging territories performed across key metrics. We also outlined executional opportunities and strategic recommendations for creating highly resonant marketing campaigns to drive subscriptions now… and in the future.
About this project
Business issue:
Defend sales, volume Brand / product / service repositioning
Market research specialties
Communications Strategy Research Concept Testing - Advertising Consumer Trends Moderating Consumer Research - General
Presented by:
Data & Analytics
Consulting
Full Service
Featured Expert
Data & Analytics
Consulting
Full Service
We are a full service market research agency and we help brand owners and ad agencies understand people and solve marketing challenges.