PURELL
Role: Account Planner
Challenge
To identify and market to a new target segment.
Research
Secondary research: MRI data, news articles
Primary research: 15 personal interviews with members of the target audience
Target identified:
Key findings:
Why don't you use sanitizer?
"I wash my hands frequently and don't see the benefit of using this thing"
"I wash my hands regularly anyway"
"I'm never in a situation where I can't just wash my hands"
Key insight
The target audience members don't use hand sanitizer as they prefer washing hands. However, they don't end up doing that often enough either, since they feel the need for it only after they use the bathroom, before and after meals, and when their hands are visibly dirty. They don't recognize the different situations in which they need to clean their hands.
Strategy
Convince 25- to 34-year-old men living in the US that they should add Purell to their plans because it is a quick and convenient way to keep their hands clean and hygienic in social situations.
Read the Creative Brief here.
Creative
Print advertising
Native advertising
