BUILDING BRAND LOVE
DIRECTOR OF CONSUMER STRATEGY, METHOD HOME
WHO LOVES YOU MORE? It’s no secret that love runs deep for Method, the eco-friendly cleaning products company. Since the Method’s launch over a decade ago, this unlikely company has gradually risen to top as the green leader in multiple categories. Yet the company was still unclear which consumers were its best and most valuable.
DEEPEN AND REFINE As Method’s first-ever Director of Consumer Strategy, I designed and executed a robust foundational project to establish Method’s consumer segmentation to inform strategy for the overall business, brand marketing as well as product development. Our ultimate goal was to optimize Method’s differentiation and drive loyalty. And to do so, we had to align the company (CEO, founders, businesses, R&D, design and sales, specifically) on one consumer target model.
CREATING BRAND ADVOCATES I kicked off this multiphase project uncovering the drivers of brand love by hosting a series of noisy soirees and interviews with Method’s most loyal and diehard fans. We designed and fielded a robust quant survey from which a rough consumer segmentation model emerged. In order to fully understand and dimentionalize these data-driven consumer archetypes, we chatted up a hundred people across the country in groups and in-home ethnographies. After much collaborative analysis, we triangulated learnings from all phases of the study to develop a strategic model and visceral picture of these consumer segments that serve the company for near- and long-term planning and implementation.
The result of this solid understanding of Method's core consumers? The company gained clear focus of the right consumers, channels and retailers to target with the right products and communication — all while staying authentic to the brand's DNA.