PANDA
Client overview
PANDA was established by a multi-disciplinary group of professionals, with the scope of becoming a leading independent that empowers societies to make informed decisions through accurate and factual information on the science behind major global issues within the sphere of human health. The organisation obtained significant levels of traction across major English-speaking territories, becoming a trust source of information for individuals looking to exercise freedom of choice, powered through data-backed opinion formulation.
The challenge
PANDA’s challenges were 2-fold.
Inconsistent communications
PANDA’s messaging was highly inconsistent, not only from a visual standpoint, but also in terms of tone of voice. The angle deployed across most communicational material was based on fear-mongering, rather than empowerment – which is what PANDA truly stands for.
Poor online platform
As with any organisation operating within the remit of news and media, one’s online platform is the organisation’s heartbeat. PANDA’s website was difficult to navigate, and characterised with substantially long tracts of text that lacked any form of informational packaging. This approach to UI design was severely lacking for a usability and user engagement standpoint.
We developed a comprehensive brand strategy to streamline PANDA's communications
Our strategic function was executed through a 4-phase framework.
Historical data analysis
A robust analysis was conducted on PANDA’s historical data pertaining to website interactivity and social media engagement levels, enabling us to benchmark performance to date, whilst gathering a clear understanding of growth opportunities.
Market analysis and competitor mapping
We conducted a communications analysis across 5 competitor sets: legacy media, new media, NGOs, public organisations, and conspiracists. This enabled us to deduce gaps in the communications of each competitor within the mix, whilst laying down the pathway to differentiate PANDA’s positioning within the market.
Persona development
Developing multiple sets of audience personas enabled us to really boil things down to the wants and pain points of the people interacting with PANDA, ensuring our messaging could be tailored in a manner that is meaningful and captivating to the people it reaches.
SWOT analysis
Our strategic groundwork culminated into a robust SWOT analysis, laying out the organisation’s strengths, weaknesses, opportunities and threats. This exercise brought forward a solid level of clarity in terms of focal points for our campaigns, whilst highlighting measures that ought to be introduced to mitigate the organisation’s weaknesses and threats.
Positioning and brand roadmap
Our final piece of work involved the preparation of a clear roadmap, laying down PANDA’s core value proposition, tone of voice, and other core elements pertaining to the brand’s communications. This would ensure end-to-end consistency across PANDA’s marketing efforts, creating and sustaining a brand that the audience would come to trust and view as a reliable source for accurate information within the industry.
Production of assets
Our creative teams got to work, developing a comprehensive range of creative assets to be deployed across PANDA’s social media platform. We were responsible for seeing PANDA’s message through to execution, in-line with the agreed brand strategy, culminating into a renewed social media presence that strongly resonated with the audience, whilst communicating PANDA’s message in a clear and compelling manner.
Re-building PANDA's website provided the organisation with a core asset to its overall efforts
Redefining the approach to content categorisation
A major gap on PANDA’s existing website pertained to the manner in which content was categorised. PANDA would focus exclusively on categorisation according to research ‘Campaigns’ that they ran. We re-defined the approach by introducing topical-filtering, enabling users to browse campaigns that were classified across several key fields: public health, lockdowns, vaccines, and more.
Information packaging for ease of consumption
An inherent challenge pertaining to PANDA’s publications was to breakdown highly complex information in an easy-to-follow manner. Through the implementation of UI best practices, we effectively chunked down clusters of text into clearly defined nuggets of information, together with visuals that supported text-based information.
Ensuring optimal usability on mobile devices
PANDA’s bounce rate on mobile devices was excessively beyond the industry norm. Our redevelopment adopted a mobile-first response, ensuring optimal usability across each device, and mitigating user drop offs resulting from a poor user experience.
