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Brown-Forman


Brown-Forman

Showing empathy to air travellers

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Brown-Forman


Brown-Forman

Showing empathy to air travellers

The challenge

Netfluential was approached by content marketing agency Story, to provide detailed consumer insight to support creative initiatives designed to bring Jack Daniel’s closer to its target market in situations beyond the pub or bar. Travellers were identified as a key target group and we were tasked with looking for opportunities for JD to connect empathetically with people in the travel retail environment before boarding their planes.

Our Solution

We used a mixed method approach of online forums pre and post travel and mobile depths during  journeys to connect with travellers at all stages of planning and experiencing their trips to uncover opportunities to connect. By immersing ourselves in the whole process and finding the stress points in international travel we were able to identify those circumstances where the brand could offer support and smooth the way in potentially stressful situations.

The Outcome

Our insight into the travelling experience and the needs people have informed the development of a series of promotions and other activities for the Jack Daniel’s brand in travel retail, all designed to demonstrate empathy. Detailed illustrations of individual travellers provide support when introducing the initiatives to partners and show how the ideas work in practice. 

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Canderel


Canderel

Launching a new FMCG category extension in a crowded market

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Canderel


Canderel

Launching a new FMCG category extension in a crowded market

The challenge

Our client was planning to launch a new product range made with natural ingredients and wanted to gain insights into how this was likely to be received, how it should be productised, positioned and how best to communicate the product range.

They wanted to be able to introduce the new range without alienating their existing loyal customers.

Our Solution

We created a long term micro community containing key consumer segments of the brand to help us with feedback at various stages during the process. We started by understanding and mapping behaviours and attitudes towards using sweetener products and  the possible impact of our client's idea for a product. Subsequent product concepts were put in front of the community to test and fine tune. With a finalised product we went to work on how to commercialise the new products. We researched everything from shelf space to purchase decision making process around sweeteners to inform us on the right approach and the right type of messaging. In a final phase we used a quantitative online survey to test print and radio comms prior to a client launch.

The Outcome

The insights from this project have given a clear indication to the client as to whether or not to go ahead with the new product range and have helped them develop packaging and marketing that will appeal to potential customers without alienating existing customers.

Since the introduction of the new range of Canderel Green products the company has seen its overall UK market share increase.