Launchpad regularly works in collaboration with manufacturers and media agencies, to test creative routes. Our background history and experience with brands ensures we bring essential consumer insight to every project. We work closely with the media companies in the development and testing of creative stimulus material, including TV, print, billboards and social media campaigns, as well as packaging upgrades.
Which is the most compelling idea for the brand to support future copy development?
Our client, a health & wellbeing brand, was undergoing a brand refresh. The brand team and creative agency needed to get under UK consumers’ skin to fully understand their beliefs and needs, in order to craft creative executions to resonate strongly with consumers. Creative routes in the form of storyboards for initial testing, then animatics set to music, were developed and tested and optimised, to identify the most compelling themes to take forward to a media campaign.
The research followed a 3-phase qualitative online approach, with paired depths, across various profiles:
- Deep dive into current habits, practices, aspirations and unmet needs; consumers created collages as prework on their ideal product, which were explored as the springboard to discussions
Several concepts were developed to take into the next round:
- Concept testing round 1: identified the most compelling ideas with improvement areas to better drive consumer relevance
- Concept testing round 2: optimised lead routes were tested to confirm consumer resonance and identify any further refinements
Consumer insights were the foundation for developing, optimising and qualifying 2 strong routes that the team were confident to take forward to quantitative testing and subsequent campaign launch.