STRATEGY ON A
PAGE EXAMPLES
NESTING DOLL STRATEGY
A strategy where inside the business goal and problem, sits the consumer
goal and problem, and inside the consumer sits the insight/solution.
FILL IN THE BLANKS
BRAND NAME (business problem)
PROBLEM IS (consumer + problem)
HOWEVER (insight)
WE NEED TO (solution)
SO THAT (consumer goal)
HELPING TO (business goal)
STRATEGY ON A PAGE
SUSTAIN THE WIN AGAINST
BUSINESS PROBLEM
FIERCE COMPETITORS
WHY 3MM THIN AGAIN
CONSUMER PROBLEM
BABYHOOD NEED AS MUCH
INSIGHT + ASSISTANCE AS PARENTHOOD
SOLUTION SHOW THAT BOBBY 3MM BENEFITS
BABIES AS MUCH AS PARENTS
CONSUMER GOAL PARENTS ARE ASSURED
BABY COMFORT
BUSINESS GOAL ENHANCE BRAND LOYALTY
LYSOL STRATEGY
1. LYSOL EXAMPLE
LYSOL is a category leader in a dying category of germ killing disinfectants
PROBLEM IS mothers see germ-kill as over-kill
HOWEVER for Moms protection is an instinctive act of love
WE NEED TO make the strength of Lysol protection as everyday,
as the strength of a mother’s protection
SO THAT moms feel assured they’re doing the most to protect their kids
HELPING TO increase usage of Lysol products by 20%
EARGO STRATEGY
2. EARGO STRATEGY ON A PAGE
EARGO wants to convert the 22 million Americans who are hard of hearing but refuse to get a hearing
aid
PROBLEM IS they don’t think they have a viable option forcing them to withdraw socially
HOWEVER withdrawing socially makes you feel like you lose your identity.
Eargo technology allows you to be part of every conversation.
WE NEED TO let the hard of hearing know that Eargo
allows your personality to be part of every conversation.
SO THAT they can start being social again
HELPING TO increase the sales of Eargo amongst the hard of hearing
3. EXTRA GUM STRATEGY
EXTRA gum sales have decreased by 20% with less human interaction
PROBLEM IS people are worried they won’t know how to socially interact
HOWEVER you won’t be socially awkward if the whole world is socially awkward
WE NEED TO show the joy that trumps the fear of first interactions and
how gum can help facilitate
SO THAT people get excited about more f2f meetings
HELPING TO increase sales by 20% for Extra Gum by 2022
4. SNICKERS STRATEGY ON A PAGE
SNICKERS is fighting a losing battle in the chocolate bar category dominated by taste
PROBLEM IS guys are acting out with friends when hungry
HOWEVER they’re choosing their chocolate bar snack based on taste than filling
WE NEED TO show that Snickers is the most satisfying chocolate bar
SO THAT guys can be part of the pack without being hangry
HELPING TO increase sales by 2% by changing the category benefit
JBL STRATEGY
5. JBL STRATEGY
JBL are trying to increase share in the cluttered noise
cancelling market
PROBLEM IS anxiety levels are at an all time high with
the news shouting at us
HOWEVER noise annoyance is associated with anxiety,
with headphones it’s no longer what you hear, but what you
don’t
WE NEED TO show that JBL helps you control your world
SO THAT people can find their peace with JBL
HELPING TO increase sales by 12% for noise cancelling
headphones for JBL
MILLER LITE STRATEGY
6. MILLER LITE STRATEGY
MILLER LITE and Lite Beer have been displaced as the drink of
choice for party occasion by hard seltzers
PROBLEM IS young adults feel pressure to curate a new life (on
social) that others will ‘like’, instead of doing what they like.
HOWEVER Dad’s are the unlikely fashion heroes in wearing what
you like vs. what others like
WE NEED TO celebrate the original heroes of doing what you really
like, Dads
SO THAT drinkers associate Miller’s with creating the real moments
you like with friends
HELPING TO increase Miller Lites’s market share of the lite beer
VW STRATEGY
7. VW STRATEGY
VW - 2 doors under indexes with 45+ demographic
PROBLEM IS parents associate parenthood with a loss of
freedom
HOWEVER age brings more freedom when it comes to
parenthood
WE NEED TO show that downsizing to a VW is a sign of
freedom
SO THAT parents see that they have freedom to put their
choices first
HELPING TO increase by 2% VW 2D test drives with
parents in Q4 2021
BURGER KING STRATEGY
8. BK STRATEGY
BURGER KING saw a 16 percent drop in traffic of high-
income millennials
PROBLEM IS millennials see fast food as fake food
HOWEVER more Burger King restaurants have burned
down than any other chain in the last 50 years
WE NEED TO remind people that Burger King flame grill
their burgers
SO THAT millennials associate Burger King with real
cooking
HELPING TO increase foot traffic from high-income
millennials
CHEETOS STRATEGY
9. CHEETOS
CHEETOS have launched popcorn with no interest shown by the targeted Gen Z
PROBLEM IS culture has told Gen Z to optimize every minute (including snack time)
HOWEVER in an efficiency-driven, multitasking world, having Cheetos dust forces you to do nothing
but enjoy the snack.
WE NEED TO let Gen Z know that Cheetos dust is the perfect alibi for doing
nothing else
SO THAT Gen Z can feel relaxed in a life full of worry
HELPING TO increase the sales of Cheetos Popcorn by 5% by 2020
10. HOUSE OF CARDS STRATEGY
HOUSE OF CARDS has lost their binge audience for S5
PROBLEM IS bingers are exhausted by politics, don’t want to watch as an escape
HOWEVER HOC escapes the political nightmare and gives hope with what the world will look like
WE NEED TO allow people to see an ideal future with HOC
SO THAT they tune in to escape the politics of today to live in tomorrow
HELPING TO increase ratings by 5% for the final season
