Generate
German brand soft drink company with a global presence.
How can we leverage AI to identify territory opportunities and creative concepts around mood boosting not yet being used by competing soft drink companies?
We used our proprietary AI tools to study 37 million unique searches and 500 social media posts across Tiktok, Instagram and Twitter to identify and bring to life moments of mood-boosting across 6 priority markets. We found users using dopamine boosting, community, indulgence, organization, and comedy to improve mood in their daily lives.For each territory, we identified key tensions, related categories, demographics, rituals & occasions, brand examples, to inform AI-generated concept creation. The output? Totally unique concepts (with suggested moodboard visualizations) for each mood-boosting territory, ranging from products to ad ideas to slogans. The research was used to help position the client’s product in a unique way within the category while ensuring market or demographic-specific resonance.
When a study in August of 2022 announced that color was disappearing from the world, users mourned the impact standardization and minimalism had on their individuality (& moods). While to some, there is safety in what’s comfortable & conformable, users here are resisting ideals of what’s desirable (i.e. what they should be wearing, consuming, or liking). #Dopaminedressing, #cluttercore, or #weirdgirlcore allow for users to disrupt numbing ‘normie’ aesthetics & bring some color back into the world, all while improving mood.
What could that look like for your brand?
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
Amazon is launching a Gen Z offering that takes users back in time to explore and experience iconic moments or events of the Y2K era
This product will be an interactive Amazon Alexa skill, featuring content tailored based on user preferences and interests
Through this trend, Amazon can provide customers with an immersive new product offering, as well as capitalize off the growing interest in retro-style products among Gen Zers
Airbnb is launching a Gen Z offering that celebrates the power of monetization
Highlighting inspiring stories of people
who have used Airbnb properties to achieve success
Could feature content creators, Roblox developers, and other individuals who have leveraged their side hustles while staying in an Airbnb property
Visuals should be evocative and captivating, portraying the potential of living life to its fullest while utilizing Airbnb's flexible and affordable options
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