Example Reflection – Learning Launch Challenge

Challenge

As a part of our marketing consulting division, we were tasked to test multiple campaigns  and approaches to boost sales and brand recognition with Mother’s Day. The scope  included a combined team of 10 people from the Strategy and Market Research divisions.  The project was completed by utilizing a new digital platform that specialized on testing  products through a digital community of potential buyers on a one month period.

Selection

Our selection was outsourced but we verified each participant through online activities. We  selected a target of women between 21 to 50 years old of a medium to high-income  households from three different cities that consumed our alcoholic beverage on occasions.

Application

We launched several activities on our online community platform so our users could grade,  give feedback, learn about our product and express their intention to buy it on Mother’s  Day due to our different campaigns. There were tv commercials, unboxing sessions, image  analysis, emotional and top of mind reactions, etc.

Insight

By applying the learning launch tool, our team identified our assumptions and could clearly  state the changes that needed to be made and the adjustments to the communication strategy  for our clients.  Additionally, we thought through anticipated results, and proposed to create  additional publicity campaigns, as well as design product activation events on the specific  day to further increase the campaign’s reach with interactive marketing.

Approach

The learning launch was the appropriate tool, because our team needed to find out if our  potential customers were really into the brand, if they consumed it on that day, if they  would be willing to buy and gift it on that day due to special promotions or product designs  before an actual launch on national scale. We gained a lot of insights and could review the  most problematic aspects and correct them to better the whole promotion campaign.


Example Reflection – Learning Launch Challenge Challenge As a part of our marketing consulting division , we were tasked to test multiple campaigns and approaches to boost sales and brand recognition with Mother ’s Day . The scope included a combined team of 10 people from the Strategy and Market Research divisions . The project was completed by utilizing a new digital platform that specialized on testing products through a digital community of potential buyers on a one month period . Selection Our selection was outsourced but we verified each participant through online activities . We selected a target of women between 21 to 50 years old of a medium to high - income households from three different cities that consumed our alcoholic beverage on occasions . Application We launched several activities on our online community platform so our users could grade , give feedback , learn about our product and express their intention to buy it on Mother ’s Day due to our different campaigns . There were tv commercials , unboxing sessions , image analysis , emotional and top of mind reactions , etc . Insight By applying the learning launch tool , our team identified our assumptions and could clearly state the changes that needed to be made and the adjustments to the communication strategy for our clients . Additionally , we thought through anticipated results , and proposed to create additional publicity campaigns , as well as design product activation events on the specific day to further increase the campaign ’s reach with interactive marketing . Approach The learning launch was the appropriate tool , because our team needed to find out if our potential customers were really into the brand , if they consumed it on that day , if they would be willing to buy and gift it on that day due to special promotions or product designs before an actual launch on national scale . We gained a lot of insights and could review the most problematic aspects and correct them to better the whole promotion campaign .