Complexity into clarity
The consumer world is in constant motion – things move fast, trends come and go, technology is ever-evolving, and era-defining events like a global pandemic or a cost-of-living crisis only add to the complexity. For brands to succeed in this environment, they need a complete understanding of consumers, delivered with the utmost clarity.
A new outlook
Circana has long been a champion of thought leadership, leveraging a wealth of knowledge and data to share client-wooing insights and trends. Central to this strategy, the highly anticipated annual Outlook Report had proven appeal and results but needed a rethink to better serve an increasingly connected and content-hungry audience. The solution was to transform one big, broad annual report into a subject-specific content series, dispersed throughout the year and supported by an integrated marketing campaign – capturing audiences across social media, trade publications, email, events, and online advertising.
An insight to behold
The success of new-look Circana Outlook vastly exceeded expectations – within days it was #1 globally for Circana campaign interactions. As a result, what began as an APAC initiative has now taken off around the globe, adopted by major markets in North America and Asia.
