Case Study ASOS
TAILS.COM
Disciplines
- Proposition Research
- Brand Strategy
- Campaign Strategy
- Comms Strategy
- Measurement
Scope
- Scope
- Product proposition
- Scope
- Acquisition
- Scope
- Long-term engagement
Turning personalisation into belief.
Tails had a strong product truth in personalised nutrition, but the value was under-felt emotionally. The work turned personalisation from a feature into a brand belief, creating a clearer story for both acquisition and longer-term engagement.
Contact
The Problem
Business problem: a strong product truth that was not emotionally legible enough.
Changing the Frame
Strategic move: reposition personalisation as a belief, not just a feature.
Making It Hold
Role: proposition research, brand strategy, campaign strategy, comms strategy, and measurement.
Outputs: narrative reframing and a stronger acquisition-to-retention story.
What Moved
Outcome: a clearer expression of why personalisation matters.