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)