Our extensive research supported by data helped us gain valuable insights on understanding the key barrier for consumer involvement – Lack of awareness and education in the home security category leading to low consideration for home security products.
The immediate task set was to create awareness, initiate conversations and nudge people to think about the importance of home security and how it safeguards lives, people, moments that matter the most to them.
We devised a 360 digital strategy to identify key platforms to inform, educate and spark conversations. We followed user search behaviour, identified key search trends and leveraged discussion forums to stay on top to gauge how consumers gather information.
With our content strategy aimed at educating first – sell later, we were able to connect with homeowners that enabled us to encourage them in making informed decisions for securing their homes and loved ones. More importantly, we were able to nudge homeowners in considering home security as a priority purchase.
