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Metcalfes case study final
1.
Metcalfe’s Case Study
2.
“ www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reserved Don’t take anything for granted. Question everything. Most people have tensions that cause them problems both big and small. Brands rely on these and should ruthlessly take advantage of these tension points. Tensions create needs - without needs, brands wouldn’t exist. The following document is a demonstration of how Metcalfe’s have done this amongst a millennial audience. Audience profiles make everyone beige and nice...
3.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reserved Zoe Most exciting thing in the past 6 months, I went to a South African restaurant and had Crocodile!” The gym – I need the release from my life, which I find stressful. I try to go 3 times a week to stay looking good but I’m afraid chocolate is my downfall :-( This is hard. I have two jobs: the 1st is the struggle to climb the ladder at work and the 2nd is be interesting in my social life. I’m always comparing myself to others - every time I check social media, someone seems to be living the dream. I LOVE… GOALS… WORK/ LIFE BALANCE… What you eat says so much about your image, like going to the best new bar, or trendy restaurant, what I should eat & drink at the gym, is it all about Kale? I love it, but it also adds pressure. FOOD/ DRINK… For me, an amazing career is my goal; it's like a process of seeing how far you've come and at the end saying I've done this myself. I place loads of pressure on myself. Do I look in control and confident? Great - I don’t feel it.. RELAXING… I love watching movies, box-sets (I have just invested in Netflix) which I am loving! Also you have to be able to chat about the latest boxset, you need to be on it.
4.
Life is not
a dress rehearsal. You just have to go for it.. www.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved
5.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reserved There is one key influencer that has changed millennials more than any other. Metcalfe’s knows this and exploits it wherever possible…
6.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reservedwww.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved The Internet ...
7.
If you used
to compare yourself to your neighbour, your friend or the person next to you at work, now it is someone across the world. This raises the benchmark for success considerably. www.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reservedwww.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved 1 2 3 Compare yourself to the world Always on: document everything Tension: actual vs. protected self As part of the comparison, this generation demand evidence. Evidence comes in the way of self documenting on social media. Not some things but all things, so everything must look great. There is growing evidence of a split occurring between your actual self and the self image you project online. The projected version is increasingly more important that the real you and comes with significant pressure to perform. Key Millenial Tensions
8.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reservedwww.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved What they say What they mean I am confident in everything I do Every night is a party My life looks good I am always doing different things I am seriously lacking in confidence I dress occasions up to make them look as though I’m doing something interesting My life is full of fear and uncertainty I privately enjoy comfort and security
9.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reserved “In life it’s mind over matter. through our trials and tribulations we must get through them”...
10.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reserved From the moment you are awake to the moment you go to sleep you are online. Nothing is off limits, everything has to reinforce your online image…
11.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reserved THE AUDIENCE T E N S I O N How do you stamp your mark on a world where you are a small fish?
12.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reserved Metcalfe’s is a brand that works by exploiting this audience tension. The following are some rules of behaviour that the brand has established in order to win with one of the trickiest audiences in the known universe: fickle young women, with money to spend.
13.
We are not
just a snack,we are a fashion accessory. www.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved Snacks are throw away. Fashion accessories support your image and make you feel more confident in a world of fakery … where everyone is out to take you down a peg or two. These brands are important. You will invest heavily in them, and you can’t be without them. After all, image is everything...!
14.
The brand gives
me the script. I know about the low calories, and they give me some weird flavours to keep me engaged and coming back for more. Regardless of whether I like them, it makes me look interesting. www.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved We are a social lubricant...
15.
www.projectbrilliance.co.uk © Copyright
2015 Mix Research - All Rights Reserved Weknow the isjustthestart supermarket If you think it is just about what I see on shelf then think again. Metcalfe’s have designed the first Selfie pack, specifically for my selfies which I am obsessed with. Think this is vacuous nonsense? Check out how many social media posts this audience have that involve Metcalfe’s packs.
16.
Metcalfe’s is relentless
in its pursuit of its audience... They sell one of the cheapest commodities in the world, for a significant price premium based on image. Think you can’t do image? Think again. Know your audience, uncover their tensions and never, ever let them out of your sight. www.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved
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