Case Study: California Psychics achieves greater brand appeal with Krow

California Psychics launches a 30-second NBA playoffs TV spot with Krow

California Psychics, a leading US psychic services brand, faced the challenge of expanding its appeal beyond a niche audience and connecting with a broader consumer base. They partnered with the vendor Krow to develop a new brand and communications strategy that would make the service more relatable and modern while staying true to its core values.

Krow collaborated with behavioural science experts to uncover key consumer insights, leading to a new brand positioning centered on "The Joy of Certainty." This was brought to life through an integrated marketing campaign, including a major TV spot during the NBA playoffs and supporting digital content. The campaign successfully reframed California Psychics as a trusted, empowering partner, transforming perceptions and reinforcing its status as a confident challenger brand.

California Psychics