Case Study
Business objective:
Discovering the reasons behind fluctuations in engagement with the TV channel, by assessing the brand image and examining repositioning opportunities based on targets’ feedback.
Category:
Media (Live TV channel and on-demand video subscription)
Our method:
With the help of online tools – Bulletin Board, we were able to be present in real time without excessive intrusion in the consumers’ TV usage habits, by analyzing their daily interactions with the TV channel.
Results:
The brand generates high emotional engagement, but is polarizing in terms of identification, as it promotes controversial values.
Strategy suggestion:
The tabloid/gossipy elements of the brand need not be discarded. Build on established authentic, warm values and add some exploratory and energetic ingredients.