A study of consumer passion and brand devotion.
Informing in-season success.
Our client, a global toy brand, wanted to understand how to influence children’s wish list creation to drive product consideration and conversion for Christmas.
Our challenge was to uncover the different market nuances around the in-season period to develop both a global and individual market strategy, highlighting key touchpoints and messaging to engage relevant audiences.
A key aspect of this project was to ensure that the insights from the research could be applied across all areas of the business so that everyone worked from the same hymn sheet.
A mixed methodology was used to understand what happened throughout the whole season – in the 12 weeks leading up to Christmas / New Year, across six markets.
Qualitative: we ran online communities across all markets for 11 weeks, which helped us understand how decisions are built up, and what triggered gift choices and purchases.
Quantitative: we recorded attitudes and behaviours of consumers on a weekly basis.
A final ‘end of season’ survey allowed us to explore what shoppers remembered post-event, which we compared to what they did.
The research uncovered universal attitudes and behaviours, which could be used as part of a global campaign, but also highlighted key market differences to leverage.
We provided clear recommendations on how to influence wish list creation and trigger purchase, and crucially, when communication and specific touchpoints should be activated.
Our detailed strategy timelines have travelled through the business on a global scale and will influence our client’s communications and activation across all markets.
