Locating Consumer Insight
Wal-mart's National Brand Campaign
Saarchi & Saatchi Global
- Objective -
I participated in the Wal-Mart’s National Brand Campaign during my internship at Saatchi & Saatchi Global. Our task is come up with a strategy to increase store traffic and more importantly, to rebuild Wal-Mart that had gone through a bunch of food safety scandals as the most trusted retailer.
- Challenge -
We got stuck at the very beginning when locating consumer insights which were the key to success.
- Solution -
With a background in communication, I suggested the team to conduct fieldwork research so that we can literally listen to the worries of customers. Then we spent several days in stores and did a bunch of interviews. All those interview data helped us limit our target customer to working moms.
- Outcome -
We won the final pitch and got the "Best Intern Team" title.