Brand Positioning For Bumble and Bumble Using Digital Diaries
The Challenge: New Consumer Learning Needed to Grow the Brand
Bumble and bumble was ready for a reboot. They aimed to attract more users looking for thickening benefits for different hair types, but growth was still stagnant, and some SKUs were struggling. It became clear that a fresh brand positioning strategy was necessary. So, Bumble and bumble teamed up with Insight By Design to gather new consumer insights to help reinvigorate and grow the brand.
Our Solution: Brand Positioning Using Digital Diaries
To help Bumble and bumble understand how to remain relevant, we conducted a brand positioning using qualitative digital diaries. This gave us the ability to explore hair care users’ experiences with real life context. Participants had the ability to upload photos and videos. They showed us the challenges they face when trying to achieve their desired look. We observed their step-by-step rigorous hair and product routines. This 'showing' rather than 'telling' approach revealed novel insights. It ensured we delivered 'new' news and a fresh perspective.
Our Impact: Clear Positioning Guidance
By the end of the brand positioning project, we had a clear picture of today’s hair consumers seeking thicker hair. We highlighted how this varies by hair type and individual needs. The research also provided solid guidance on how to position and discuss the collection moving forward. Plus, it identified new areas for potential product innovation.
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