Advertising agency Trend Influence was pitching an important new account – a global retailer of spicy chicken. To succeed, the agency knew they needed to show the prospect that they truly understood the target market. To achieve this, the agency intended to present ideas, concepts and a strategy that aligned perfectly with the needs of the target consumer market. Plus, they knew that if their presentation was truly unique and powerful, they would be the team to beat in the competitive pitch.
Trend Influence decided to leverage Qualvu – a breakthrough online qualitative method that captures true voice of the consumer using web-based video. Within days they had a virtual treasure trove of accurate, candid, and powerful insights on the subject of spicy chicken, directly from the mouths of the devoted devourers. The online video-based qualitative research proved indispensable.
According to Trend Influence Chief Strategy Officer Beverly Anderson, the research uncovered “very granular things that allowed us to craft a more meaningful creative product.” The agency was also able to strategically incorporate video consumer insights into their new business pitch. And that, in Beverly’s words, “blew the client away.” The result? The agency won the business, and the ensuing campaign was terrific.
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“These video chapters became the lifeblood of the strategy that we presented in our meeting when we won the business. Video validated our approach creatively and clearly was a winning move. The creative that it fueled won the pitch but also drove a campaign that, when launched, exceeded all sales goals.”
