CLIENT CHALLENGE

A leading beverage industry client sought to establish clear next steps for Gen Z brand strategy activation, but – only days before launch – needed to confirm occasion-based emotions. Through partnership with our friends at Burke, the client brand team was able to quickly – and deeply – understand a nuanced emotional occasion to better connect and engage with this dynamic generation.

OUR APPROACH

The power of an integrated, cross-functional team helped discover, illuminate and activate insights – in only nine days. Instead of a traditional project pathway, the our teams adapted a flexible, truly agile approach. We began with insight mining via qualitative online bulletin boards to immerse into the Gen Z mindset, while simultaneously starting a narrative document based on ingoing hypotheses and simultaneous secondary and social research. As responses and video replies were coming in from the qualitative, the team worked in real-time to incorporate and validate key themes and insights into a narrative document. Additionally, an agile quantitative study was launched, optimized to include late-breaking learnings and language, ensuring it would deliver the most relevant and useful information to strengthen the narrative story that was unfolding – uncovering a 360-degree view of segment emotions and occasions.

THE OUTCOME

By adopting a flexible, collaborative, and efficient workstyle, the client was provided with a clear, intentional path forward for activation of their Gen Z brand strategies – all within mere days. By avoiding a siloing of responsibilities, and instead encouraging all team members to engage in each step, all teams were able to stay in-sync and proficient as each expedited phase was unfolding and flowing into the next. Ultimately, the teams helped the client quickly explore behaviors, emotions, and occasions – unlocking a path to deeper consumer connection, in this case, illuminating opportunities around Gen Z brand strategies that can prime growth well into the future. ​

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