HUNTER DOUGLAS

THE WINDOW TREATMENT'S IN THE WRONG PLACE

Bottom Line:

Sales of the Applause product line jumped 17%.

Process:

Understand where the brand's been through an innovative immersion process: in depth business analysis, comprehensive conversations with the brand team, and get to know the consumer on a deep, deep level.

Find the window of opportunity: utilizing out-of-the-box focus groups called "girlfriend groups" we were able to get inside the heads of a wide variety of women. We discovered Applause could be talking to an audience never before targeted by this category - moms with young kids. We quickly repositioned the brand.

And it worked.