Case Study: Personal Care Company achieves confident creative decisions and stronger brand equity with GutCheck’s Pre-LinkNow

How One Personal Care Brand Uses Pre-LinkNow to Integrate the Consumer Voice Throughout Creative Development

A leading personal care brand known for product engineering and performance faced a creative challenge: after years of successful function-focused ads, its newest campaign took an aspirational, emotional direction to build brand equity. With two final executions in the edit and launch imminent, the brand team lacked consumer feedback and was unsure which version would best drive both emotional connection and perceptions of product superiority.

They ran Pre-LinkNow, GutCheck and Millward Brown’s agile qualitative solution (N=20, UK, seven‑day turnaround), to evaluate engagement, brand associations and purchase motivation. The study delivered specific, actionable guidance — keep key functional benefits prominent, strengthen early brand visibility, and preserve effective executional elements (celebrity, music, imagery) — leading the team to re-emphasize functional claims without losing the aspirational tone. The quick, concise insights gave confidence to optimize the creative and informed a plan to pair fast qualitative and quantitative testing in future development.