DISRUPTIVE CLAIMS DEPLOYMENT
Want to develop categories? Disrupt a myth around current usage! But which one? Rise above clutter?
Get an endorsement! But around what?
Approach
Use Stories@Scale to understand critical incidents for new category / brand adoptions. What myths need to be disrupted? Craft them as educational campaigns. Validate them as claims in a Quant.
Deliverables
Get a consumer validated claim which synergizes with your equity campaign. These claims disrupt myths, provide stronger endorsements from influencer and are backed by hard numbers. Which cohort would be persuaded with the claim?
Evidence
A multivitamin brand of an MNC was in the quest to develop and educate the market. The idea is to get new users to the category. Education by itself is an expensive proposition. What works is if we can break a big myth. Our stories & a workshop gave us a myth explosion opportunity. We got an e-platform of influencer to converse around this myth. Result: validation of a mn $ claim.
- $$
- A Month
