Insight & STRATEGY
With mobile diaries and customer labs, we developed a superior brand positioning for Gen Z.
Samsung asked us to develop a superior brand positioning, which an ad campaign could convey. By setting up mobile diaries and conducting half-day Customer Labs with teenagers, we embarked on a learning journey together with the client. The main output was an opportunity space with superior positioning options for Samsung that could be implemented individually or in combination. That alone excited the client. Yet, we also identified insights on influencer credibility, social media and the purchase journey.