Understanding the state of human connections with Cassandra
My contributions:
Research Brief & Study Design
Go-To-Market Strategy
B2B Content Strategy
The challenge:
Six months after the World of Good Brands rebrand, the company pursued a thought leadership opportunity to challenge the industry's reliance on impressions as the primary measure of consumer impact.
As a leader in experiential media, World of Good Brands required data to better quantify "human connections" between consumers and brands, creating a strategic roadmap beyond traditional metrics that demonstrated how brands can make a lasting impact on consumer sentiment, mindset, and behavior.
The approach:
I oversaw the execution of World of Good Brands’ inaugural white paper, “Make It Human,” developed in partnership with leading Gen Z trend forecaster Cassandra.
The study, which surveyed over 3,800 consumers, explored the experiences that make people feel most human and the role brands play in fostering those connections.
My responsibilities included overseeing the research brief, facilitating data collection via Cassandra, and crafting a go-to-market roadshow and training for the sales team. Additionally, I spearheaded a B2B content strategy to amplify the study’s findings among advertising partners, driving revenue growth across key World of Good Brands business lines, including experiential, custom content, and commerce.
