We ran trend research to help Vivo shift how consumers see the brand and plan its brand and product strategy.
The challenge
Most Vivo buyers chose the brand because it was good value, which did not match the position Vivo wanted. Vivo needed to change its image and build relevance with its target customers.
Our approach
We scanned our trend databases for shifts in Chinese culture, the economy and technology, and used semiotics with the Vivo team to unpack the most important trends. A survey and ethnographic fieldwork across the same cities then tested them against real use.
The result
Vivo re-engineered its brand, product and communication strategy around consumers’ core needs, and outpaced competitors such as OPPO, Huawei, Xiaomi and Apple.
Brand-wide figures reflect the client’s overall performance, not this project alone.
