The Challenge: Gain Millennial Brand Loyalty
Millennial attitudes about the outdoors are very different from Gen X’s. REI asked us to help them unpack the Millennial mindset and build a bridge between loyal Gen X customers and up and coming Millennial customers.
This is where Kelton’s mixed methodology gets creative. We went camping. We went shopping. We dissected similarities and differences between the generations and built a brand narrative that appealed to both.
To be sure our ideas had legs, we tested them with quantitative research and discovered the narrative and tactics that were most compelling.
The Solution: Quantitative Research and Storytelling
By the end of our journey, we delivered a story of brand and activation to guide REI into the future, and a storytelling sizzle reel to show Millennial consumers’ expectations in their own words.
Consumer Insights and Customer Journey Mapping for TOMS
As TOMS has grown, we’ve been there to help them stay true to the brand, true to the customer and true to the mission.
Brand Strategy and Customer Segmentation Research for Jägermeister
The liquor category has changed quite a bit since Jägermeister launched more than 75 years ago. To keep growing, we used brand strategy and customer segmentation research to help reposition them to capture a new generation of drinkers.
Beauty Industry Research and Customer Journey Map for Revlon
We did in-depth beauty industry research to help Revlon understand how to reach their key consumers with the right messaging and products, via the right channels, in the right moments.