Marketing research & strategy · Consulting · Brand positioning · Branding · Tone of Voice
Brief Summary A comprehensive brand strategy and market study for Chacha Boats, a slow boat ride service launching post-covid in Dubai and the GCC. The project addressed the owner's uncertainty about market reception and aimed to establish a strong brand foundation for a successful launch and long-term growth.
Duration
1.5 months
Overview
The owner of Chacha Boats had a strong intuition for a potential need in the market for a slow boat ride experience. However, they lacked concrete data to support this belief and needed guidance on how to best position and launch the service.
Approach
Researching global tourism trends, UAE-centric strategies alongside behavioral & demographic research to converge into a communication strategy that speaks both to the brand’s mission and people’s needs.
Strategy process
Innovation through customer-centric strategy
Leveraging strategic foresight to mitigate risk while validating the market potential of the product/service and refining the market-ready solution to resonate with consumers.
Crafting the communication strategy
With people looking for brands that offer an experience beyond their product, it’s important ChaCha creates a connection over its shared values with its audience.
Activating the brand through experience enhancers
With people looking for brands that offer an experience beyond their product, it’s important ChaCha creates a connection over its shared values with its audience.
Outcomes
💗 Generated positive word-of-mouth from the interactive brand activations, driving organic growth and customer referrals.
📣 Highly successful pre-booking campaign, exceeding initial sales targets by 16%.
Credits
Paola Bakalian for her trust in launching ChaCha together
