The product, commercial and editorial teams needed to understand and identify the joys, successes, tensions and pain points women are facing these days.
Through uncovering these, they could best decide on what the focus areas should for both written and video content.
A digital arm of a print media conglomerate approached Ruby Cha Cha during the planning process for their new website...
The website aimed at the modern day Australian woman – covering a range of content areas such as: dating, style, well-being, people stories and thought pieces.
Ruby spoke to social connectors and mavens through online communities and face-to-face qual, exploring:
Media consumption: e.g. what happens if social media is taken away?
Tensions: through our Brand Magic approach, we developed ‘provocations’ to create debate
Reaction to whimn: the ethos, the style and the name
We delivered the key themes where whimn has licence to develop content for – with guidance on the articulation needed for different topic areas.
Results were presented to a wide range of stakeholders, including: C-suite, product development and the editorial team.
Get in touch to find out how Ruby Cha Cha can help your business. Drop us a line at info@rubychacha.com.au or get in touch.
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