Using an interactive community to combat negative perceptions

THE

PROBLEM

Negative media coverage has been an issue for the entire sun protection category for the past 3 years. Quantitative tracking of a well-known sunscreen brand shows dips in key brand metrics, most especially in the brand’s spearhead metric of ‘credibility’. Qualitative insight was needed to confirm the brand team’s hypotheses about the impact of negative media.

 

THE

SOLUTION

A pop-up insights community was the ideal platform to meet the demand for flexibility and fast turn around results. The consumer landscape with the lens of negative media was mapped – with high risk and low-risk consumers identified. Bastion Latitude provided clear actionable recommendations on how communications could be targeted to each group. Additionally, brand personality and landscape were mapped, communications across multiple channels were assessed, assisting the marketing team to develop an insight-driven marketing strategy.

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Bastion Collective is the largest independent communications agency in Australia. We exist to be the Bastion of Australian Ingenuity. Our integrated agency network allows us to deliver simple, original and resourceful communications solutions to our clients' complex problems. Bastion Collective clients can use us for one specialist service or our entire integrated offering, delivered through one central point of contact. We do this all to help our clients create, grow, measure and protect their businesses.

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