Lifetime Networks
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Project: Lifetime Networks brand strategy development
Challenge: Lifetime Networks is a well-established brand with high awareness and a long history in the U.S. Troubled with a narrowing target group, the network sought to deepen their relationship with women in order to create more relevant yet diversified programming, attract a powerful target group and ultimately increase ad sales.
Approach: Together with Lifetime Networks and Insight Research Group, we custom designed a series of studies that investigated American womens’ lifestyles, values and relationship to media. Further drill down studies examined their relationship to TV and Lifetime specifically. Methods included traditional focus groups and surveys, as well as custom designed methods to surface authentic and nuanced depictions of how women navigate their lives. Custom methods included 360° in-home interviews, reflections, and projective exercises.
Impact: An audience segmentation of Lifetime’s current and potential target groups was created and provided the launching point for a positioning, programming, and communications strategy. A thorough analysis and study approach enabled us to highlight a positioning angle that balanced depth and personal relevance with a holistic understanding of American women at large. Future follow-up work concretized programming and scheduling strategies.