The Special K team wanted to re-engage with women to understand their aspirations, challenges and goals when it comes to shape management. They wanted to use this knowledge to shape all of their marketing communications.
Join the Dots established an online community of Shape Managers who were asked to discuss, debate and share their views on their daily challenges and aspirations.
We used a raft of approaches to provide a window into these people’s lives and to enable them to collaborate with the brand - ranging from SMS blogging to surveys, from discussions to polls and live chats.
Developing a relationship with Shape Managers allowed stakeholders to truly ‘join the dots’ when it came to understanding all the issues involved in shape management, therefore enabling the advertising agency, Leo Burnett, to develop emotive and effective advertising.
For more information, including a copy of a Conference Paper created with Leo Burnett, please contact Aimee Bryant