Trends & Strategic Planning
McDonald’s
Objective
Develop a new global brand narrative that anticipated where families are family restaurants were headed as a growing number of nutrition-conscious Millennials became moms and dads.
Passion Points Leading Indicator
A three year increase in the “Being Present” Passion Point across eight global markets reflected the urgency of parents worldwide to combat the splintering effects of economic stress and social media.
Outcome
A new McDonald’s brand purpose promised families a “Truly Together” moment, in a world that seemed to be moving too fast, and triggered five straight years of increased family traffic and Happy Meal sales.
Value Propositions
Diet Coke
Objective
Renew the emotional relevance of Diet Coke among multicultural youth, who were moving away from carbonated drinks in favor of more modern alternative beverages.
Passion Points Leading Indicator
A +140% increase in the “Carrying On Family Traditions” Passion Points among multicultural young adults was also the dominant Passion Point connection these consumers made to Diet Coke
Outcome
A new value proposition celebrated (rather than apologized for) Diet’s Coke’s connection with young adults’ past. The “Drink What Your Mama Gave Ya” campaign produced +4% volume growth in a declining (or flat) category.
Content Strategy
YouTube
Objective
Claim a space in the impossibly cluttered early childhood media environment with an entry level product on the YouTube platform.
Passion Points Leading Indicator
An abrupt reversal in two key childrearing priorities post-2016, as the “My Child’s School And Education” Passion Point plummeted and Passion Points associated with life skills surged among parents.
Outcome
YouTube Kids, with positioning, content, and user experience designed to help every child uncover and nurture their unique strengths and passions, launched successfully and became the fastest growing preschool media platform in the world.
New User Recruitment
Girl Scouts
Find your FEARLESS.
Objective
Recruit a new generation of Girl Scouts in a world moving rapidly away from gender-based afterschool activities.
Passion Points Leading Indicator
A three-year increase in the relevance of “Safe Risk Taking” as a Passion Point among parents of girls signaled a fear that a childhood spent playing inside the lines can lead to an adulthood of unsatisfying conformity.
Outcome
“Find Your Fearless,” an integrated recruitment strategy and Girl Scout program renovation blueprint, reframed traditional Girl Scout activities as a way for girls to push girls safely beyond their comfort zones, to take safe risks, and to play outside of the gender-prescribed lines, no matter how scary this may be. New member recruitment rates rose by +25%.
