Okamoto is an international personal care brand from Japan. Its product ranges from condom to dehumidifier for car seat leather. Their strongest product, however, is unquestionably condoms, capturing more than 35% of market share in Hong Kong. Unlike other consumer products, marketing condoms are sensitive and consumer behavior research data is hard for to obtain.
The brand believes that increasing market share requires a greater understanding of their users through candid feedback collection.
Obtain market research to target audience with pre-set question set; Decide new product launch directions.
The brand understands that consumers are very sensitive to disclosing personal information if they run research via Facebook or other social media platforms because it is too public. The target was originally 300 audiences due to traditional practices; Cost is also very high by traditional focus group.
With traditional focus group research lead time, they allowed us 1 month to complete the execution.
We decided to run the research campaign on the spot during the Brand's roadshow function in Lan Kwai Fong, with consumers coming to their booth, indicating brand's true target audience. Consumers 1) download Votee, 2) followed Okamoto's brand page, 3) answer pre-set question sets, and 4) redeemed a small gift from brands on the spot.
Launching a new product and understanding consumer demographics. We at Votee will help curate question sets with clients together.
The brand decided NOT to launch their new product, saving them more than $5m A&P budget due to new insight gathered from Votee.
Brand managed to understand more about target audience, allowing them to reoptimize upcoming strategy.
Saving costs through better insights via Votee.
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