Challenge:
This global digital platform wanted to understand how its brand was perceived across different countries around the world and across different audiences, and what types of communications strategies and messages would work to drive brand engagement.
Approach:
We ran an ongoing brand perception survey that covered over 20 different countries around the world. Within the study we captured a mix of brand equity measures, consumer perceptions and contextual brand drivers. We used a Bayesian modeling approach to understand the relationships between consumers’ perceptions and platform behaviors, to drive brand messaging.
Impact:
The work has shaped the organization’s understanding of the brand, informed its communications strategy, and driven messaging priorities globally and within local markets.
