We helped Twinings understand how to communicate effectively in digital channels and created a new communication strategy to drive emotional engagement and trial amongst brand rejectors. We also led a working discussion on digital strategy best practice with the Twinings CEO.
Twinings had a very loyal core consumer base, but the brand was failing to recruit new consumers. A new communication strategy and digital media strategy was required to make the brand and its product range relevant to non-users.
Five stages of work were conducted.
A detailed brand review was undertaken to define inherent strengths, weaknesses and unmet consumer need states.
A new brand proposition was developed to attract new users whilst retaining loyalists.
Creative development workshops were conducted to define communication territories.
Qualitative research was conducted to evaluate creative concepts, through a combination of groups and depth interviews.
Digital media strategy, campaign ecosystem (including sequential content model) and creative executions developed and optimised.
Research validated the proposition created positive feelings towards the brand, positioning it as more accessible and contemporary.
Brand relevance also increased, particularly behind the attributes of “A brand for today’s lifestyles” and “A brand for today’s health agenda”.
Non-users brand perceptions shifted from “Not for me” and “Aloof” to “A knowing, caring, ‘human’ brand”.
The creative work was validated as “a big idea which represents strong brand and product point of view about life and how to live it (with help of the product)”.
Product comprehension and trial increased, aided by the sequential content model.
Leading a 300 year old brand through its first major social media campaign.