Challenge 

After 3 years of R&D investments, the client launched a technologically complex product for the personal care market. While he organically created a customer base of satisfied customers, he struggled with accelerating the growth. He found two challenges particularly difficult to address:

1. As the product pricing was substantially above the average market price and the brand awareness relatively low, the customers felt that the client’s product was overpriced and opted for cheaper alternatives instead. The client needed to find ways of communicating the science and value behind his product in a more understandable and credible way. 

2. At the same time, the client wished to engage with his already existing customer base, build a long-term relationship with them and motivate them for repeated purchases.

The client approached larger agencies to seek advice but felt like he was being proposed a tone of voice which didn’t feel authentic nor true to the real spirit of the founders and their innovation. In addition, the budget for marketing activities was restricted and closely linked to sales performance.

Solution 

We conducted a guided workshop with the client’s team to get deep insight into values and motives that ultimately led to creating their innovation and their vision of the company’s further journey. With a couple of engaging exercises, we guided the client to self-introspect and also agree with his team on how they wanted to be perceived by their customers and other key stakeholders. We set goals and KPIs as well as a schedule.

We created a strategy and list of formats which bridged the gap between how science and technology behind the product are explained and how such information is consumed by the customers and the public in general. We delivered all content, collaborated with the client’s social media and advertising teams, tracked response and adjusted accordingly.

Methodology

Output 

We have been supplying our client with complete content for his website, e-shop, newsletter, PR articles and blog. In addition, we introduced an open innovation format allowing his customer base to participate in co-creating new additions to the product portfolio.

In collaboration with the client’s online marketing team, we increased the conversion rate by 0,5% within 6 months without increasing the advertising budget. As a side effect, the client grew more confident about understanding the needs of his customer base which ultimately led him to initiating new product innovations.