Brand Positioning for Bumble and bumble Using Digital Diaries
Reinvigorating a Hair Care Brand Through Brand Positioning
The Challenge: New Consumer Learning Needed to Grow the Brand
Bumble and bumble underwent a 'reboot'. Their goal was to attract more users seeking thickening benefits for various hair types. However, growth remained stagnant. Certain SKUs continued to struggle. It became clear that a new brand positioning strategy was needed. So Bumble and bumble teamed up with Insight By Design to get new consumer insights using digital diaries to help reinvigorate and grow the brand.
Our Solution: Brand Positioning Using Digital Diaries
To help Bumble and bumble understand how to remain relevant, we conducted a Brand Positioning using Qualitative Digital Diaries. This gave us the ability to explore hair care users’ experiences with real life context. Participants had the ability to upload photos and videos. They showed us the challenges they face when trying to achieve their desired look. We observed their step-by-step rigorous hair and product routines. This 'showing' rather than 'telling' approach revealed novel insights. It ensured we delivered 'new' news and a fresh perspective.
Our Impact: Clear Positioning Guidance
At the end of the engagement, we provided a rich portrait of today’s hair consumer looking for thickening benefits and how that differed by hair type and needs. The research provided guidance for how to best position and talk about the collection moving forward and identified potential areas to explore for further product innovation.
Default Rich Text Content
This is the default rich text value
Default Rich Text Content
This is the default rich text value
We’re trusted by some of the best
