Fish Tales is on a mission to have everybody enjoy seafood, sustainably. For a new marketing campaign they wanted to check with their tuna loving audience: Is the message coming across? Which ad is preferred and why?
The ads were discussed in two 5hellos sessions, which helped Fish Tales gather insights to sharpen their campaign, which is now ready to launch!
The base: 5 seconds, 5 questions
Before the group session, each of the 10 fish loving respondents was shown 2 versions of the marketing campaign and asked to look at each outing for 5 seconds, followed by 5 questions.
After a quick round of intros and special fish dish memories, the tuna fans were eager to share their honest impressions and ideas. Moderator Sophie guided the sessions using the individual input on the two versions of the campaign into a lively discussion covering the brand, its vision and the clarity of the campaign messages.
Less is more
This Fish loving start-up company has a powerful Tale to tell, they want their audience to know all about what they stand for, and how they're changing the world of fishing.
Although the campaigns were perceived as positive and kind, it quickly became clear that the challenge is not to overwhelm the audience with this story. To hit the campaign message home, the opportunity lies in focussing on the branding and the key message with little distraction.
As a result of the 5hellos session the Fish Tales marketing team could focus their ads and decided to share their inspiring story via a QR that allowed them to still share their mission in a rich way without diluting their campaign messages.
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