Identified who their current super users are, based on existing data and in-depth interviews with existing customers
Better understood their super users’ needs and how the product solves a problem for them
Identified the opportunity in the market of focusing exclusively on similar types of personas
Explored new sales channels, such as B2B
Identified optimal content approach for triggering the updated persona
Tested subscription model on different personas
Identified the opportunity of developing a focused, laser-targeted marketing approach without TV, thus increasing efficiency
Realized how efficient they were when working together (Business Development / global & Activation in the market)
The result
A new, updated business model with lower volume projections, but higher (positive!) ROI due to increased average consumption of tea capsules per user
Updated Target Audience description
New marketing communications strategy with more focus on digital and less on TV (lowering costs-of acquisition with 80% as a direct outcome of the accelerator efforts)
New way-of-working identified and committed to, stimulating rapid testing and validation of assumptions
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