Insights

Driving brand advocacy through insights

. . .

Brands must maintain relevance and effectiveness in their communication strategies. Through strategic research, we work with brands to leverage insights to accelerate their industry engagement and advocacy efforts. Here are two examples:

1. Leveraging insights to elevate industry engagement and advocacy

In the highly competitive digital advertising landscape, where privacy concerns are increasingly at the forefront, one of our tech clients faced the challenge of establishing a robust position in the APAC market. To address this, we devised a comprehensive strategy focused on opportunity mapping to gain a holistic view of the evolving stakeholder ecosystem.

Approach:

  • Competitive review: We spotlighted the activities of emerging challengers and established peers to identify gaps and opportunities.
  • Three-phased research design: This included an analysis of key influential individuals, channels and opportunities; and a quantitative validation survey targeting a qualified sample of advertising professionals.
  • Influence index development: A tailored index based on a diverse set of criteria was created to assess the influence of individuals and channels.

Outcome: 

The strategic analysis defined the parameters of the client’s influence ecosystem and produced detailed, tiered matrices of key influential individuals and over 100 qualified touchpoints. These insights have been instrumental for the client’s APAC Marketing team as they roll out key regional activations, effectively enhancing their industry presence.

2. Fueling the communications strategy through a landscape analysis and competitor review 

Another client, a brand in the highly competitive food and beverage solutions sector, sought to enhance its brand awareness and reputation regionally. RICE developed a tailored approach to amplify its advocacy efforts through strategic communications.

Approach:  

  • Listening sessions: Engagement with senior HR, sales, and executive leadership stakeholders to drive clarity on business priorities and communication challenges.
  • Competitor review: Mapping out the F&B solutions landscape to compare communication strategies and their resonance at regional and local levels.
  • Opportunity matrix: To guide strategic interventions, an index of influential individuals and key channels within the advocacy ecosystem was built.

Outcome:

The findings from this comprehensive analysis informed a strategic communications framework that not only focuses on integrating the client within the broader ecosystem, but also on establishing them as a leader within the market. By employing cohesive storytelling and empowering spokespeople, the client has a strong foundation to build on, to ensure a steady drumbeat of engagement, significantly boosting brand visibility and influence.

Nadzirah Samsudin 10.6.2024
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