Reference

Crowdsourcing the “perfect pitch” for a new hair care product to convey technical benefits in a credible way
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Crowdsourcing the “perfect pitch” for a new hair care product to convey technical benefits in a credible way

Challenge

Finding fresh and believable ways to introduce new technological break-through

Approach

Inspiration game complemented with clustering of all ideas across the consumer journey and benefits, enabling the creation of integrated value propositions

Results

Rich portfolio of market introduction ideas created, covering key customer cues from various angles

Challenge

A billion-dollar hair care brand is successfully marketing a variety of shampoos, conditioners and other hair care products to predominantly female consumers. One of the key success factors of the hair care segment is the fast and frequent introduction of new product innovations that provide superior consumer benefits. The brand's R&D group designed a new shampoo that has various proven technical benefits over competitor’s products and is ready to bring the new product to market. But, the challenge is to capture the remarkable transformation this new shampoo brings into a concise, mind-blowing yet believable consumer pitch that can be used as a brief for its internal marketing department and associated agencies.

Approach

The brand's R&D group wanted to leverage the collective creativity and perspective of a larger group of various in-company stakeholders, to identify the proper market communication to launch a new shampoo and convey its technical benefits to convert potential customers into buyers. Therefore, they got interested in applying Venture Spirit’s Inspiration Game as an engaging way to involve the larger branding team (and beyond) in building this new success story together.

Results

46 voluntary participants engaged in a brainstorm across functions (product research, product marketing, consumer marketing), creating 85% of ideas with each other’s contributions. This fruitful crowdsourcing resulted in a rich portfolio of 239 market introduction ideas covering key customer cues from various angles. 50 ideas were shortlisted and then clustered across consumer journey and benefits, to enable the creation of integrated value propositions.

Benefits

  • Intense cross-silo collaboration fueling stronger product marketing claims
  • Flexible brainstorming format allowing for quick results: within 3 weeks
  • Valuable idea clusters across the consumer journey and consumer benefits, resulting in integrated value propositions