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.