Hotel chain: What do your guests do in motel rooms?
Challenge: A lodging chain wanted more insight on their guests’ interests in order to improve performance of their loyalty marketing platform
Research: Analysis of industry best practices
Data: Analysis of testing different offers based on reasons for travel
Whole Brain Insight: Understanding why guests stay at hotels drives response better than guessing where they might want to stay next
Result: 2x increase in revenue from email as well as extensive brand-level data on most popular reasons for travel. Turns out that their economy-brand guests wanted more romantic getaways. Who knew?
Fashion accessories retailer: Who doesn’t want to look cool?
Challenge: A bricks-and-mortar sunglasses store wanted to pivot to a more fashion-forward positioning but had a core of more traditional buyers
Research: Usage and attitudes studies of buyers
Data: Sales and customer analysis
Whole Brain Insight: Even with the change of branding, some customers still wanted to make sunglasses a rational purchase rather than a fashion-focused one
Result: 80% increase in response for traditional buyers based on digital campaigns segmented by function vs. fashion
Retail Bank: How can you sell advice without advisors?
Challenge: The bank wanted to position itself as a provider of financial advice through Facebook rather than by providing access to financial advisors
Research: Bank’s primary research about consumer
Data: Content analytics
Whole Brain Insight: To a lot of consumers, “advice” didn’t necessarily mean sitting down with an advisor and going through a detailed financial discussion. Rather, they wanted short “news you can use” content to act upon quickly.
Result: We used the insight to design a Facebook platform that delivered short articles and videos to recognized customers
Global car dealership: What does a car dealer do in Uber’s world?
Challenge: A company that owns car dealerships across the globe wanted to modernize its stores and buying processes to appeal to younger, less ownership-focused shoppers
Research: Expert interviews and secondary research
Data: Review of sales data
Whole Brain Insight: Digital natives are less invested in cars as brands and expect everything they buy to have the same flexibility and convenience as entertainment, dining and travel choices
Result: Developed new product concepts for flexible lease and purchase options enabled by digital technology
Stop Abuse Campaign: How do you rally people around an uncomfortable subject?
Challenge: The Campaign wanted to build paid membership online from sources including petition signing and an online risk factors test
Research: Discussions with Campaign staffers, volunteers and survivors
Data: Review of site analytics
Whole Brain Insight: Constituents respond to the horror of the subject matter by taking up one of three missions: to heal, to educate or to take political action
Result: Developed post-signing and post-test onboarding experience to allow new members to take the paths that suit them best
Auto Insurer: Bad Driver? Who? Me?
Challenge: A Massachusetts-based auto insurer wanted to attract more good risks (i.e. better drivers) than bad risks (i.e. Crashy McCrashalot) in a market where insurers were required to offer insurance to all licensed drivers at mandated costs
Research: Focus groups with MA drivers
Data: Recruiting based on driving history
Whole Brain Insight: Bad drivers said they thought of themselves as good drivers, but got flustered when exposed to “good driver” concepts
Result: Built campaign around good driver messages knowing that bad drivers would shy away