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BBC Worldwide


BBC Worldwide

Driving advocacy to help grow the Doctor Who brand in global markets

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BBC Worldwide


BBC Worldwide

Driving advocacy to help grow the Doctor Who brand in global markets

The challenge

Doctor Who is a hugely successfully international property for BBC Worldwide but supporting it effectively in all markets poses some challenges when faced with so many. BBCW was looking to understand if there was an opportunity to harness fans’ enthusiasm for the show to help drive growth in markets where marketing budgets were tight, and to gain guidance on how best to support fans’ efforts if it proved to be a viable idea.

Our Solution

We recruited Doctor Who viewers in 6 markets including the US, Korea, Russia and Brazil to understand the differences in culture and the ways in which Doctor Who has found its place in that culture. Working with TV viewers via online forums we explored the specific drivers of appeal in each market and identified how and where people talk to each other about TV and the opportunities to support those conversations, on and offline.

The Outcome

A detailed plan for each country showing which aspects of the show should be highlighted, the websites and forums fans use to share their love of all things Doctor Who, the material that BBCW could provide to support them, and the activities they could initiate to spread the message more widely. Easy to implement, local activities have already proved effective in building momentum around the latest Doctor across the globe. 

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Dressipi


Dressipi

Brand repositioning to develop better communication with the target audience

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Dressipi


Dressipi

Brand repositioning to develop better communication with the target audience

The challenge

Dressipi has a unique online proposition to help women understand the style that works well for them, but was failing to reach sufficient numbers of target consumers. Satisfying a small group of users and delivering above expectations, the opportunity for growth seemed clear, but finding and retaining new users was proving to be challenging.

Our Solution

We worked closely with the Dressipi team to help them evaluate and adjust the brand positioning to provide a stronger and more motivating basis for communications with the target audience.  A quantitative study delivered a platform of understanding of current behaviour and attitudes towards shopping in general and provided insight into needs and emotions when shopping for clothes, exploring key barriers and motivations that could be addressed in the online world. 

The Outcome

The results from the study ensured the brand had a sharper identity, which resonated with its target market and met genuine needs. Our study allowed for the development of user segmentation profiles to ensure Dressipi could respond appropriately to the specific needs of different groups. Dressipi was recently voted a top 50 internet growth business in the Telegraph and is now in Vogue’s 100 best places to shop online.

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AVIVA


AVIVA

Boosting brand equity among end customers and channel partners

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AVIVA


AVIVA

Boosting brand equity among end customers and channel partners

The challenge

As a recently formed sub-brand of the Aviva group, Aviva Investors UK wanted to carry out a brand positioning exercise to establish clearly what they stand for, and to differentiate sufficiently from the competition, in the minds of their key customer targets in the professional finance sector. The new brand position needed to leverage the strength of the overarching global Aviva brand and communicate the unique set of values, skills and capabilities.

Our Solution

Working as part of virtual team comprising specialist sector consultants and creative agencies, we structured and hosted iterative, on-going online discussions, which allowed time-pressured key customer groups (DAMs, FSAs and corporate re-sellers) to participate flexibly on their own terms. During several weeks we accumulated a host of insights into the different perspectives that each group had of Aviva Investors, and their specific sets of priorities and needs. Insights gained from the initial phase of the research were used to develop ideas for the new brand proposition and tested and refined in a series of online focus groups with channel partners and end consumers.

 

The Outcome

The process created a clear brand proposition that meets the criteria, and a website restructured entirely to easily cater to the needs of different customer groups. Aviva Investors developed a new clear brand positioning based around the concept of ‘Global Intelligence, Local Wisdom’, which encapsulates the benefits to the customer of both the global reach of the Aviva brand, and the more specialised knowledge that comes from heritage in, and detailed understanding of, local market conditions. 
The website was further restructured along the lines of key customer segments, directing each into a version of the site catering specifically to their particular specialist needs.