Family Matters

Client: Asda

Most campaigns treat research as something you do once, at the start, then refer back to for months. For Asda, we built something that kept working: Family Matters, an always-on community of real UK parents, live for the entire partnership.

Parents told us they felt squeezed between premium retailers for special occasions and discounters for the weekly shop, and that what they really wanted was one retailer who understood the whole family journey. That became a four-pillar framework: Part of the Everyday, Part of the Party, Part of the Furniture and Part of the Family. We put the community to work at three levels. Pre-campaign intelligence shaped strategy before a single piece of content existed. Content optimisation tested every pillar before launch: Outdoor Living content landed because research told us exactly when hot weather triggers a purchase, and our wine video, a notoriously difficult category, worked because testing showed which message suited which audience. Performance diagnosis kept insight live after launch. When Asda changed creative mid-campaign, the community flagged a drop in click-through within days; we ran creative workshops, and the changes that followed drove a measurable recovery. The support went beyond our own campaign too, testing Asda's wider social videos and creative directions before they launched. Independently validated by Differentology, the work delivered the highest cross-media recall in Mail Metro Media's history and the highest action score recorded in the supermarket category. Insight didn't just inform the content; it changed the strategy.