Communication
Communication platforms
What messages should your communication platform convey?
We craft a clear messaging foundation that not only reflects your brand’s identity but also empowers you to craft campaigns that connect with both the hearts and minds of your customers – driving lasting impact.
EXAMPLE
PROBLEM
To create increased growth an established brand has changed their strategic focus from their B2B segments more towards B2C segments.
In this context, a new communication platform must be created that matches the consumer to a greater extent.
SOLUTION
Via digital focus groups, the underlying emotional drivers were uncovered in relation to the new USP that was defined for the B2C segments.
The new communication platform was built on a clear and authentic foundation that combines the brand's identity with the needs and desires of the target group.
Message development
Is your brand message clear and emotionally engaging across all touchpoints?
We identify key themes and customer needs that serve as a springboard for developing communication that builds connection and resonance.
EXAMPLE
PROBLEM
A Danish brand has noticed that its communication across channele does not always generate engagement, and management wants to understand which messages truly resonate with customers.
SOLUTION
Through in-depth interviews and workshops with customers, we map the values, experiences, and emotions that drive engagement. The analysis identifies insights – for example, which stories and visual elements resonate and why – which the company can use as a foundation for developing communication that reaches the target audience and strengthens the brand's emotional connection.
Creative concept testing
Which of the creative concepts at hand resonates best with the overall message you like to convey?
We test your creative concepts with real customers to gather feedback that enables you to choose the direction that resonates the best with the customers.
EXAMPLE
PROBLEM
A major international brand has developed a new communication platform for which a creative universe needs to be developed, which is to run for the next 4-5 years.
In this context, their advertising agency is developing three different creative directions for the universe.
SOLUTION
Two focus groups are held to find out which direction to continue with. One with the general population and one with the core target group, in selected markets, where it is revealed, which direction resonates best with people and then needs to be further developed.
Pre-test
Will your creatives generate short-term sales and/or long-term brand salience?
We test your campaign with real customers to ensure it resonates and performs effectively before launch, providing actionable feedback that can be used for refinement..
EXAMPLE
PROBLEM
A company had a TV commercial produced to help increase awareness of a new product and convince consumers that it is both effective and sustainable.
They want to test whether the commercial has impact, and if the message makes sense before it is sent out to a larger audience.
SOLUTION
A pre-test is carried out via consumer panelsto determine whether the commercial clearly conveys the message of environmental friendliness and efficiency, as well as how the target group perceives the brand and the product after seeing the commercial and whether the commercial motivates the target group to purchase the product.
The pre-test indicates that the commercial generally works, but that there is a need to strengthen the message about the effectiveness of the product.
Post-test
Is your creative campaign and media mix able to break through the noise and generate an impact?
We provide a post test set-up that helps you understand how well your creative campaign can break through the noise and generate an impact.
EXAMPLE
PROBLEM
A major Danish FMCG brand has implemented a large nationwide advertising campaign that has run across multiple channels.
The campaign is intended to run in multiple bursts, and before launching burst two, they want to gain insights into whether the campaign has primarily managed to generate recall (has it broken through the noise barrier). And they want to know if people know who the sender is and what the message of the advertisement is. Finally, they also want to better understand effects of synergy across channels, as well as measure the memory effect and build-up throughout the campaign period.
SOLUTION
A post-test set-up is established. After each burst the advertisement will be measured in terms of recall, branding (sender identification), liking and message understanding.
Based on the incoming data, the effect of synergy across channels is calculated, as well as the CPI (cost per influenced).
It is clear after the first measurement that the advertisement struggles a bit with the branding, which leads to adding the logo to all campaign elements before the second burst.