An international brand of scotch was making inroads in the Indian market through a television show that was conceived to reflect it's brand philosophy 'somethings are just worth doing' !
The brand owners wanted to understand whether consumers have been able to forge this link between the brand platform and the brand and if so, to what extent.
The show was aired every Sunday night for a period of 2 months. We had to talk to consumers at the end of each show to understand whether repeated exposure of the brand & the brand philosophy during the show were making an impact. Also how much the content of the show per se, connected with the audience.
Talking to consumers face-to-face would have been suboptimal for many reasons - either we would have been able to get their reactions to only a few episodes or if we had to do repeated interactions - costs would have escalated.
We decided to experiment by setting up a closed-door Facebook community and it was worth-it.
(Panelists were recruited across 3 cities using the regular recruitment avenues)
The brand owners wanted to understand whether consumers have been able to forge this link between the brand platform and the brand and if so, to what extent.
The show was aired every Sunday night for a period of 2 months. We had to talk to consumers at the end of each show to understand whether repeated exposure of the brand & the brand philosophy during the show were making an impact. Also how much the content of the show per se, connected with the audience.
Talking to consumers face-to-face would have been suboptimal for many reasons - either we would have been able to get their reactions to only a few episodes or if we had to do repeated interactions - costs would have escalated.
We decided to experiment by setting up a closed-door Facebook community and it was worth-it.
(Panelists were recruited across 3 cities using the regular recruitment avenues)
1. The
online social hub – hence a good catchment area
2. Ideal
for research that had to be done over a period of time – involved minimal
disruption and commitment
on the consumer’s time – yet ensuring good quality responses for them
3. Asynchronous
– they were free to log in at any time they wanted. No restrictions on having to
be there at a particular time
4. Multi-media
platform – ideal for uploading links to videos, carryout polls, exposing packaging
5. Familiar
ground – hence more natural responses
What we achieved
- This way we were able to keep the consumer-panel engaged for 4 weeks in a cost-effective way.
- We not only got consumers reactions to elements in the episodes but also get reactions to the promos on air before the main episodes were launched.
- We could gauge post-show reactions on their willingness to continue keep watching,
- Whether the show created any 'call-to-action' amongst consumers and
- Whether familiarity of the brand grew with repeated exposure.
- Whether the imagery associated with the brand changed amongst consumers before and after the show.
- Responses were detailed and informative since consumers had the time to think and articulate their thoughts rather than say something at at spur of moment.
We
received over 800 comments / responses to our questions from
75 participants
across 3 cities in 4 weeks.
And
the best thing was that it didn't tire participants or researchers.
Guess
somethings are just worth doing :)
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