Brands We Love
"75 Brands We Love" is a research-driven exploration of beloved brands, featuring daily spotlights leading up to the AI-volution of Culture Event held by Quilt.AI. Through data analysis and market research with AI tools, I crafted comprehensive brand kits that uncover key insights and propose tailored marketing strategies for each brand.
Step 1: Research & Discovery
In this step, I followed the process:
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Conducted secondary research on the brand's history, values, target market, and industry trends.
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Used the Quilt.AI database to gather the top 100 search queries and TikTok hashtags over the past 2 years.
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Finally, I applied Excel’s pivot table to synthesize the data, using Figma to create line charts for visualizing the trend, and analyzing the trend for the next step.
But what Ordinary content care consumers engaging with, and why?
Interest in The Ordinary has remained consistent over the past two years online, with noticeable being observed on search platforms. Similarly, interest in the brand is trending upward on social media platforms, reaching its apex in recent months. This indicates a high level of engagement and enthusiasm for The Ordinary on social media enthusiasm.
Step 2: Data Pulling & Insight Development
1. I used the Quilt.AI platform to analyze consumer discourse themes across various social media platforms. The analysis revealed that most consumers are drawn to The Ordinary for:
2. Then, I employed the Ad Evaluation app to assess five of The Ordinary’s top-performing ads over the past two years through a frame-by-frame analysis. This analysis identified that the brand’s communication focus areas are mainly educational content (53.4%), personalization (36.4%), and all-encompassing lifestyle (10.2%).
Personalization:
Customized skincare solutions tailored to individual needs.
Education:
Information on skincare mechanisms and ingredient impacts.
Lifestyle:
Embracing a minimalist and all-encompassing skincare lifestyle.
Self-Love:
Enhancing inner confidence, not just skin appearance.
Insight:
While consumers undoubtedly appreciate educational content, they increasingly value content that encourages kindness, positive self-worth, and inner beauty.
Step 3: Execution & Implementation
Campaign Name: The Ordinary Hyaluronic Acid 2% + BYOU (Be You)
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