TRANSFORMATION Of THE COMMUNICATION STRATEGY Of A "PRODUCT-BASED STRATEGY" TO A “CUSTOMER-BASED STRATEGY"

Facing to continuous technological innovations; how to transform the communication strategy of  a "product-based strategy" to a “customer-based strategy"  based on the observation of new usages and new consumer behaviors?

Abington’s support

The strategy was to:

  • Create an attractive brand consistent with the new uses and consumer expectations

  • Deploy a communication campaign which portrays the "customer testimonials" concretely favoring social innovation and sustainable development in order to bring out all ideas that may constitute a concrete response to the challenges of our society: employment, environment, economy, education, health, life ...

  • Put the emphasis on user testimonials in TV spots and within a social digital platform

Guest UserMarketing & Customer experience