Explore Consumer Sentiment

A financial services firm developed an ambitious multi-channel campaign to raise consumer awareness and provide education on financial fraud. W5 worked to cultivate understanding and empathy within the organization for at-risk consumers and evaluate advertising concepts for effectiveness in supporting the campaign goals.

APPROACH

W5 designed an approach providing consumers a forum for sharing perceptions of financial fraud as well as reacting to advertising stimuli. W5 conducted a series of focus groups to explore consumer sentiment toward the concepts, followed by post-group interviews to capture their personal stories and experiences with fraud, detailing how they were victimized, and their emotional response in the ensuing days and months.

RESULTS

W5 applied the findings to the client’s campaign strategy, suggesting key areas for more effective messaging targeting at-risk consumers. W5’s reporting included an edited highlight reel video featuring the personal stories of fraud victims. The five-minute video encapsulated key findings, shared personal experiences, and was distributed throughout the organization to cultivate a shared sense of empathy toward the consumers at the heart of their campaign.