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.
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.