Brand Discovery
Insight:
The Weather Network/Météo Media (TWN/MM) is one of Canada’s most trusted sources for information, news and weather. As the brand evolved from a broadcast-only medium to become a key player in the digital space, new audiences and ways of connecting resulted in the brand’s purpose, offerings, and identity becoming elusive and lost among competitors in the category.
Idea:
Help TWN/MM re-establish their identity by uncovering a clear prioritization for what they stand for, to keep audiences engaged and provide more value than competing information hubs.
Approach:
Conduct a brand discovery to uncover a new brand purpose, positioning, and communication strategy for TWN/MM. Findings from competitive audits, interviews, and workshops suggested that in an age of countless information, consumers crave deeper and more meaningful connections to stories. We realized there was an opportunity for TWN/MM to highlight how they deliver captivating and inspiring content that goes beyond the daily weather forecast. This insight helped us identify an ownable territory that would resonate with audiences on an emotional level, while setting the brand apart from competitors in the same space. The new positioning has become the foundation for creating, curating, and disseminating content for each TWN/MM channel.
Conduct a brand discovery to uncover a new brand purpose, positioning, and communication strategy for TWN/MM. Findings from competitive audits, interviews, and workshops suggested that in an age of countless information, consumers crave deeper and more meaningful connections to stories. We realized there was an opportunity for TWN/MM to highlight how they deliver captivating and inspiring content that goes beyond the daily weather forecast. This insight helped us identify an ownable territory that would resonate with audiences on an emotional level, while setting the brand apart from competitors in the same space. The new positioning has become the foundation for creating, curating, and disseminating content for each TWN/MM channel.
Results:
•Since the new brand positioning was established, The Weather Network ranks as the #1 most trusted media brand in Canada, ahead of Global TV, CTV, and CBC/Radio-Canada
•Since the new brand positioning was established, The Weather Network ranks as the #1 most trusted media brand in Canada, ahead of Global TV, CTV, and CBC/Radio-Canada
•Compared to stagnant online traffic in previous years, we helped TWN/MM increase online digital site traffic by over 10% YOY, while site views have increased by over 14% to date
•The new TWN/MM brand purpose has resulted in substantial audience growth, particularly within ages 18-24
Role: Associate Creative Director
