Case Study: Invista builds stronger emotional connection with younger consumers with Nielsen Consumer Neuroscience

Making a Strong First Impression: Guiding the Launch of a New Brand

Invista wanted to create a new LYCRA® Style brand that would build a strong emotional connection with consumers, especially younger shoppers who were less aware of the brand. Traditional market research could not show which campaign elements would resonate most, so Invista turned to Nielsen Holdings for help.

Nielsen Holdings used Nielsen Consumer Neuroscience, with biometrics and eye tracking, to test reactions to concept statements, print imagery, clothing tags, and the brand logo. The findings helped Invista choose the imagery and messaging most likely to build likeability and emotional connection, and then guide launch materials including a Times Square JumboTron spot, New York cab spots, a trade ad, a promotion with just-style.com, and a microsite at lycra.com.

Invista