Case Study:
Communications
Challenge
A large banking and insurance company wanted to understand how messaging about deposits resonated with its Generation Z customers and prospects in order to find the best approach to communicate with the audience through positioning statements and supporting RTBs.
Custom Approach
We designed a comprehensive two-phased approach that combined qualitative one-on-one interviews and a quantitative online survey specifically targeting Gen Z consumers.
While positioning statements performed well across most key metrics, Gen Z consumers felt that the messaging lacked uniqueness and authenticity. Additionally, the respondents expressed generally positive perceptions of the positioning statements, but some worried that the statements were too vague and/or insincere.
The RTBs tested strongly among Gen Z respondents, providing the company with an activation strategy to implement updated messaging to persuade this specific audience about the benefits of depositing to their bank.”
Growth Outcome
To enhance the relatability, validity, and sincerity of positioning statements among Gen Z, we recommended supporting messages with RTBs that address the brand’s specific and unique offerings that would appeal to the younger audience. The RTBs tested strongly among Gen Z respondents, providing the company with an activation strategy to implement updated messaging to persuade this specific audience about the benefits of depositing to their bank.
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