metcalfes case study final

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How Metcalfe’s ruthlessly plays on an audience tension Metcalfe’s Case Study

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Page 1: Metcalfes case study final

How Metcalfe’s ruthlessly plays on an audience tension

Metcalfe’s Case Study

Page 2: Metcalfes case study final

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Don’t take anything for granted. Question everything. Most people

have tensions that cause them problems both big and small. Brands

rely on these and should ruthlessly take advantage of these tension

points. Tensions create needs - without needs, brands wouldn’t exist.

The following document is a demonstration of how Metcalfe’s have done this amongst a millennial audience.

Audience profiles make everyone beige and nice...

Page 3: Metcalfes case study final

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Zoe

Most exciting thing in the past 6 months, I went to a South African restaurant and had Crocodile!”

The gym –  I need the release from my life, which I find

stressful. I try to go 3 times a week to stay looking good

but I’m afraid chocolate is my downfall :-(

This is hard. I have two jobs: the 1st is the struggle to climb

the ladder at work and the 2nd is be interesting in my social

life. I’m always comparing myself to others - every time I

check social media, someone seems to be living the dream.

I LOVE… GOALS…

WORK/LIFE BALANCE…

What you eat says so much about your image, like going to the

best new bar, or trendy restaurant, what I should eat & drink

at the gym, is it all about Kale? I love it, but it also adds pressure.

FOOD/ DRINK…

For me, an amazing career is my goal; it's like a process of

seeing how far you've come and at the end saying I've done

this myself. I place loads of pressure on myself. Do I look in

control and confident? Great - I don’t feel it..

RELAXING…I love watching movies, box-sets (I have just invested in Netflix)

which I am loving! Also you have to be able to chat about the

latest boxset, you need to be on it.

Page 4: Metcalfes case study final

Life is not a dressrehearsal.

You just have togo for it..

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Page 5: Metcalfes case study final

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There is one key influencer that has changed millennials more than any other. Metcalfe’s knows this and exploits it wherever possible…

Page 6: Metcalfes case study final

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The Internet ...

Page 7: Metcalfes case study final

Don’t take anything for granted. Question everything. Most people

have tensions that cause them problems both big and small. Brands

rely on these and should ruthlessly take advantage of these tension

points. Tensions create needs - without needs, brands wouldn’t exist.

The following document is a demonstration of how Metcalfe’s have done this amongst a millennial audience.

The Internet ...If you used to compare yourself to your neighbour, your friend

or the person next to you at work, now it is someone across

the world. This raises the benchmark for success considerably.

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1 2 3Compare yourself

to the worldAlways on:

document everythingTension: actual vs.

projected selfAs part of the comparison, this generation demand evidence.

Evidence comes in the way of self documenting on social

media. Not some things but all things, so everything must

look great.

There is growing evidence of a split occurring between your

actual self and the self image you project online. The

projected version is increasingly more important that the

real you and comes with significant pressure to perform.

Key Millennial Tensions

Page 8: Metcalfes case study final

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What they say What they mean

I am confident in everything I do

Every night is a party

My life looks good

I am always doing di�erent things

I am seriously lacking in confidence

I dress occasions up to makethem look as though I’m doingsomething interesting

My life is full of fear and uncertainty

I privately enjoy comfort and security

Page 9: Metcalfes case study final

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“ In life it’s mind over matter.through our trials andtribulations we mustget through them”...

Page 10: Metcalfes case study final

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From the momentyou are awake tothe moment yougo to sleep youare online.Nothing is o� limits, everything hasto reinforce your online image…

Page 11: Metcalfes case study final

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THE AUDIENCE T E N S I O N

How do you stamp your mark on a worldwhere you are a small fish?

Page 12: Metcalfes case study final

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Metcalfe’s is a brand that works by exploiting this audience tension.The following are some rules of behaviour that the brand

has established in order to win with one of the trickiest audiences

in the known universe: fickle young women, with money to spend.

Page 13: Metcalfes case study final

We are not just a snack, we are a fashion accessory.

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Snacks are throw away. Fashion accessories support your image and make you

feel more confident in a world of fakery … where everyone is out to take you

down a peg or two. These brands are important. You will invest heavily

in them, and you can’t be without them. After all, image is everything...!

Page 14: Metcalfes case study final

The brand gives me the script. I know about the low calories, and they

give me some weird flavours to keep me engaged and coming back for

more. Regardless of whether I like them, it makes me look interesting.

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We are a social lubricant...

Page 15: Metcalfes case study final

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We k

now th

e is

just th

e sta

rt

super

mar

ket

If you think it is just about what I see on shelf then

think again. Metcalfe’s have designed the first Selfie

pack, specifically for my selfies which I am obsessed

with. Think this is vacuous nonsense? Check out

how many social media posts this audience have

that involve Metcalfe’s packs.

Page 16: Metcalfes case study final

Metcalfe’s is relentless in its pursuit of its audience...

They sell one of the cheapest commodities in the world, for a significant price

premium based on image. Think you can’t do image? Think again.

Know your audience, uncover their tensions

and never, ever let them out of your sight.

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