case assignment part 2

group Peace
 1. Benefits, arguments and insights.
Community Insight
• What matters to the brand community you want to engage with
the campaign?
• What does the audience value?

For Refinery29 breaking the taboo topics, empowering women and in-
spiring are the most important aspects. The readers have shared values
with the magazine about highlighting and filling up the spaces in every-
day-life conversations from where women may feel left out.

Brand Insight
• What makes the brand special?
• What does the brand do like no other brand does?

They reach women by creating content that matters to them the most,
from fashion and beauty, to politics and personal finance. Creating
bonds with readers and listeners through their screens is one of their
key differentiators.

Cultwatches insight
• What topics would be relevant for the brand to tap into?
• Which brands tap into the same subject/issue/value set?

Mixing social causes with fashion and lifestyle. In a way as their com-
petitors and other brands in similar fields do, for example: I-D, Women’s
magazine, Vogue, Cosmopolitan and Fashion brands like Dior.

Social insight
• How is this discussed on social media?
• Who are the influencers?
• What drives them?

Discussion is not really present on this topic yet, the campaign would
empower and open conversations on it. Social media influencers are
not relevant for Refinery29 and the campaign in that sense, as they
mostly use everyday women with strong power or a statement behind
them. (Politicians, artists, activists etc. )
2. Brief

• Who is the customer?

On average they’re 32, earn
$88k (USD) and are 70%
female. They’re value-orien-
tated and feel that Refin-
ery29 reflects these values.
The core markets for Re-
finery29 United States, UK,
Canada, France and Germa-
ny.

• What is the product/ser-

vice?
Innovative campaign that tack-
les the lack of awareness of
menopause and shows fresh
thinking to get people all ages
educated.
 • Who are you talking to?
The Refinery29 audience and
their networks.

• What should they know/ex-

perience (proposition)?
Menopause doesn’t just affect
those in their 40s and 50s. Per-
imenopause, the time that your
body starts to make its natural
transition to menopause, can be-
gin as early as your mid-30s, and
‘premature menopause’ affects
one in 100 women, trans-men
and non-binary people either nat-
urally or as a side effect of med-
ical treatments. One in 10,000
under 20s experience early men-
opause.
• What should they feel and
think?
Feel empowered to talk about men-
opause and get a bigger under-
standing and awareness about the
issue.

• What media?
All kinds of online platforms. ( YouTube, Instagram, Refin-
ery29’s sites Shatterbox,29Rooms etc.)