How might one of the most conservative companies in the world develop a new entertainment product that speaks authentically to young, cord cutting hip-hop fans?
Our customer is huge. Despite its 190 billion dollar top line, the appeal of the brand and its digital products hasn’t easily captured the imaginations (or wallets) of millennials and Gen Z. Eager to win with this segment, our customer partnered with MO Studio to develop a unique digital product that would authentically engage and empower followers of urban culture and hip-hop.
To address this ever-changing segment (and to avoid sweeping generalizations of this diverse demographic) MO Studio began the project with ethnographic and marketplace research, looking at urban and hip-hop culture, values, and emerging behaviors. By connecting societal needs and identifying gaps in the landscape of digital experiences, the team delivered a framework for a new entertainment product.
