SEAFOOD CONSUMER SURVEY
WWF-SASSIMay-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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