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Helping a leading personal-care brand to understand the consumer attitudes and perceptions towards a growing disruptor brand.

The Challenge

A rapidly growing competitor and disruptor brand is gaining huge traction on social media. The competitor’s effective influencer campaigns are heavily resonating with younger demographics. Our client wanted to tap into the core elements behind their key competitor’s branding and strategy to understand what was driving their positive perception. This would enable our client to accurately position their brand to counter any threat, whilst leaning into consumer demand and ensuring that the brand is not being led by its competitors.

Our Solution

We leveraged our unique market landscaping capabilities using search, social, web indexing and shopper data, along with semiotics to reveal how the disruptor brand was winning in the space and identify new growth streams that presented significant opportunities.

The Impact

Our client discovered the key ‘need state battleground’ of the younger demographic they were targeting as well as identifying their competitors consumer appeal (an emphasis on culture, communicating emotional benefits etc.). We also identified areas where the disruptor brands’ products didn’t meet their promises, providing opportunities for our client to leverage in their messaging.