This morning at Consumer Insights Canada and Front end of Innovation, Jean Enloe, 3M COMPANY, discussed how The Scotchgard™ brand is widely known and well regarded. BUT, only a minority of consumers use it. And among Millennials, awareness and usage are significantly lower.
They partnered with Brandtrust to delve deep, and truly understand the emotional drivers, the mental models, emotions drive behavior after all, among Millenials to leverage them for growth and relevance.
95% of human thinking and emotions happen in the subconscious part of the brain, feelings not facts. No insights, no advantage.
Scotchgard brand managers were re-inspired by the insights that they discovered: a major one was that furniture is a public billboard of identity acting as a symbol of hard work,lots of emotional energy.
Home and furniture carry a lot of judgement, people want to impress guests, want to protect and preserve their furniture but also make people comfortable.
Scotchgard realize they liberate users by offering them a shield to use their furniture free of worry.
They leveraged these insights to reframe communications for Millennials as they buy their first furniture and rebrand as more a "care" product than "protection."
They also created hooks to remind people to reapply the products, it's more than a one time protection application.
ABOUT THE AUTHOR
Formerly a senior copy editor at Thomson Reuters, a research editor at AOL, and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at email@example.com or @Literanista.