Our client aimed to forge a powerful morning bond with their milk brand within Greece’s dairy-dense market. To achieve this, we embarked on a detailed exploration of the morning rituals from waking up to stepping outside, aspiring to understand the distinct subculture of mornings.
We employed mobile-based self-ethnography and subjective cameras to capture an unfiltered first-person viewpoint of morning routines both within and beyond homes. This methodology illustrated a vibrant image of mornings for our insights, marketing, and creative teams. We pinpointed cultural themes, investigated family dynamics, attitudes, emotions, perceptions, key routines, activities, and the impact of the Greek crisis on morning routines.
In conjunction with regional insights, marketing, and creative teams, we converted these insights into actionable communication and activation concepts. These ideas were rooted in human truths and tensions inherent in the local culture and the subculture of mornings. Further analysis led us to identify five potential morning territories that shaped a precise communication brief.
The result was a rejuvenated communication strategy and a subsequent TVC launch delivering a distinct morning milk message. This strategy incorporated subtle cues to reinforce the association between mornings and milk consumption, demonstrating the successful application of our insights. This case study demonstrates our commitment to using data-driven strategies to deliver tangible business outcomes. Our comprehensive analysis and strategic approach enabled our client to create a meaningful marketing campaign that significantly contributed to improving their brand’s connection with consumers during the crucial morning hours.