Due to confidentiality agreements, we are unfortunately unable to share the full scope of projects we’ve worked on.
Please contact us directly to understand what we could specifically do for you.
THE EUROPEAN WORKMAN
Carhartt Workwear is one of the original, and premium, global workwear brands. In the US, it’s been seen that way for 128 years, but in Europe it’s also seen as a lifestyle brand.
The challenge for the European organisation was to unpack how UK & German tradesman, perceived the brand and what products they needed and wanted.
With a mixture of street recruitment (standing outside building sites!) and our network of people we know who are proud of working with their hands, we spent 1 hour each; on site or in the workshop, of 10 diverse tradesman in Hamburg, and 10 in Manchester. We talked about their work and business motivations, their product needs and the view of Carhartt in workwear and lifestyle.
From the 20 plus hours of talking, we distilled it to main insights, strategic recommendations and 1 European consumer persona. We bought the consumer to life by creating a film with one of our crafted-tradesman and the film production crew Grndp from Rotterdam - all shared with the Brand’s European and Global leaders
EUROSPORT (DISCOVERY NETWORKS)
YOUTH’S TAKE ON SPORTS CONSUMPTION
The sports media landscape, including Eurosport, is being challenged by evolving needs among their consumers. With an aging audience in The Netherlands, Eurosport was looking to understand how to potentially re-connect with a younger sports-loving age group.
How better get a grip on their needs, than actually observe them consume sports with their friends? Together with the participating client team, thisMemento visited 3 sports fans in their homes. Each deep-dive included a 1:1 interview session, a focus group with his sports obsessed mates, and observation of their behavior during a match/game.
While remaining brand neutral, we uncovered their needs, wants & desires of a sports channel, their preferences in terms of apps and devices, and their vision of the future of sports consumption.
Two 1-hr expert interviews with a renowned sports marketer and a successful online sports editor, helped in putting what we’d seen & heard, into a wider perspective.
During a joint 1-day Ideation workshop with the client team, we unraveled the patterns and drew the outline of its meaning to Eurosport. The 8 insights, , along with a consumer profile, helped Eurosport in the evolution from a traditional sports provider, to a more contemporary sports, home base.
NIKE WOMENS WESTERN EUROPE
THE NSW MUSE
The sneaker game is quite the male dominated realm…but what needs to be done to get the girl’s attention?
Nike Sportswear Western Europe approached us with a simple, but big question…Who is the sneakers ’n lifestyle-loving woman, and how do we serve her better?
Say no more… thisMemento hunted down a diverse group of 20 independent boss ladies across London and Paris to have a chat with them, focus group style. The results unveiled the role of women in sneakers and lifestyle.
This information was all wrapped up in the pinnacle NSW consumer muse; our lil’ bad ass power woman better known as Camille. Bringing her to life through photography and film, rooted in the key insights which the ladies helped us discover.
Overall, the work informed and inspired NSW in terms of brand strategy, communications, retail, product design and Nike's overal refocus towards the female consumer.
NIKE FOOTBALL WESTERN EUROPE
To know the motivations of a player is to understand their drives on and off-season.
Nike Football WE asked us to find out what these kids do before their season kicks-off.
The thisMemento crew deep-dived into the lives of 12 football heads across the UK, France & Germany to really understand everything there is to know about this punishing & blistering time called Pre-season. With a mixture of in depth interviews, watching them train in 30 degree heat, peer sessions and listening to coaches and scouts from English Premier league to grassroots level, we learned what it really means to fully dedicate your life to the beautiful game.
The results directly influenced and inspired the Nike Global Football category for their consumer journeys and were visualised with an insights and consumer film with our fam Fono Amsterdam.
THE SMALL SIDED GAME
The global football team of Nike has a deep understanding of the football culture; serving the football players for the 11 aside game. But how can Nike create innovative products for off the 11-aside pitch?
Brand, design, concept, product & merchandise directors formed this team; they were engaged from start to finish.
We immersed a cross-functional Nike Global and WE team in the lives of young football players in Barcelona, London and Berlin in 2 weeks. We searched for and co-created insights around the mind-set, attitude and motivations of the consumer, outside of the 11 aside game. The work (plus near mutiny from the team due to the punishing schedule) led to a new positioning within the Football category as well as defining product opportunities within the category.
The sharp insights, kick-ass quotes and good photography resulted in a highly visual and easy-to-grasp deck and film; created with our film partners Fono Amsterdam resulted in an innovative base for their Brand positioning and the creation of a
new product silo.
THE CONSUMER AT THEIR FINGERTIPS
Converse asked us to define & visualize their consumer to sharply position the skate-inspired line Converse CONS.
We took this opportunity to dive deep into the lives of active teenager across 5 European cities, gathering findings, from Barcelona bedroom beat-makers, up & coming London rappers, Berlin skaters and Parisian Minor Squad teen-club bangers.
We did what we do best, an ethnographic approach with in-depth interviews of people and their friends ending up visualising Pablo as the consumer muse for Converse Cons. We informed Global HQ on the market nuances, as well as the cross functional internal CONS team.
For over more than year we continued to keeping a close eye on the target audience across Europe, gaining real-time insights through social listening visualised on a custom-made digital platform - their audience's live, at Converse's fingertips.
THE EURO BALLER
Who is the basketball consumer in Europe, both West & East, and how can Nike and Brand Jordan connect to them?
The research was first executed in Western Europe (Paris, London and Berlin) and secondly in Eastern Europe (Moscow and Istanbul). The deep-dives consisted of ethnographic research and focus groups, covering different types of consumers that connected to the game of basketball (and its product) in their own way.
An engaging three-minute film was created to inspire all teams, capturing the attitudes of 2 main consumer-types and their love for the game and it's magnetic culture.
We loved the players we met so much, we made a short film of Chinedu, one of our favorites coming out of London. Watch the profile film.
SURF & SNOW CONSUMERS
After their brand reset, O'Neill was ready to catch a new wave by diving deep into their young consumer target.
The legendary story of Jack O’Neill was known amongst the core surfers and snowboarders, but had the potential to connect with a more aspirational and younger consumer globally. thisMemento brought to life this twenty-something passionate in the surf & snow by executing an European ethnographic and focus group research. Delivering consumer insights and global strategic recommendations across the entire organization.
The global O’Neill team was pleasantly surprised by our unique delivery that unconventionally immersed them during our global insights presentation.
Ultimately, our consumer insights and strategic recommendations were used for each function across the entire organization for their future plans.