case studies

The Challenge

Our client, a category leading insulation expert included in thousands of consumer apparel brands across the globe, was looking to grow equity by focusing on end-user communications for the first time since their inception in 1983. This move from a B2B to a B2B2C strategy required an overhaul of communication materials – particularly a fitting naming architecture that telescopes key communications to consumers through a simplified hang tag.

Path Forward

To tackle this, Egg designed a multi-phase qual to quant approach to fully delve into their passion consumers & illuminate the optimal path forward during this pivotal transition period. We first engaged key audiences in an online community that allowed us to go from broad to narrow areas of exploration to uncover attitudes, behaviors, drivers, and reaction to various naming nomenclatures. Using insights from the qual phase, we worked hand-in-hand with designers to create hang tag mockups to test via an online quant validation phase with a more robust sample of target consumers.

Impact

Using our multi-method approach we uncovered guardrails and strategic recommendations designed to engage shoppers via compelling hang tags that quickly and effectively telescope product lines, benefits, and our client’s brand purpose of sustainability and innovation.