After years of rapid growth, a large athletic apparel brand was struggling as revenue began to decline steadily. The original target consumers the brand was built around, and at one time with whom they had a close relationship, were showing a preference for other relevant brands. The brand had inadvertently lost their relationship with their core consumer. How might they re-establish that connection?
DCIL created a strategic learning plan beginning with consumer engagement at a brand led event, followed by more in-depth ethnographic work of consumers who excelled in specific sports. Using a number of psychological techniques, we were able to understand the needs of these individuals on a deeper, human-level.
From this exploratory, spending time walking in their shoes and building true empathy for these individuals, we were able to identify pathways to rekindle the relationship. These pathways now serve as the marketing backbone for more dynamic consumer engagement, inspiring communication and brand sponsored activities.