SEAFOOD CONSUMER SURVEY

WWF-SASSI
May-June 2017

SEAFOOD CONSUMER SURVEY

RESEARCH PROJECT

CAPE TOWN

WWF-SASSI

STRATEGY, BRANDING, WEBSITE DEVELOPMENT, CONTENT MANAGEMENT

WWF-SASSI is an organisation that seeks to develop a sustainable seafood industry, through consumer intervention and advocacy along the supply chain. In order to develop projects most effectively, the client carries out a biennial consumer survey to analyse consumer attitudes and behaviour around seafood, and their recognition of the “SASSI” brand and its projects. The project included: strategy, research methodolgy, social media, content creation, graphic design, web development and in-depth reporting.

BRIEF

AN ENGAGING CONSUMER SURVEY

The client was looking for consumer survey methodolgy and distribution strategy that would allow them insights into key indicators and target previously unengaged audiences.

CONCEPT

SEAFOOD SURVEY

CHANGE AGENT COLLECTIVE devised a concept built around a microsite and survey, with simple social sharing hooks and prizes to amplify engagement. We then identified the key channels for serving the content to our target audience and produced a breakdown of all channels, content requirements and potential engagements.

EXECUTION

WHAT SEAFOOD DO YOU LOVE?

In partnership with the client, CHANGE AGENT COLLECTIVE developed a scientifically sound research methodology for the survey – and a strategy for its distribution to the client’s target audience. We then created a bold creative look, paired with simplified copy, to serve the research to as broad a cross-section of consumers as possible. From there a micro-site was developed and tied to survey and social sharing software. We developed mailers and social media interactions, as well as a promotional campaign on Facebook, to distribute the survey. The results were compiled in an infographic report.

Project Length: 8 weeks

Responses Collected: 936

Infographics Designed: 38

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