Sagem Wireless and AxiCom looked to online conversation to reveal the identities, motivations and opinions of mobile industry bloggers in planning the PR launch of Sagem's new Puma phone.  

The Challenge

Analysis identified Sagem as a brand lacking a contemporary online identity.  Prevailing online discussion was dominated by consumer criticism of the company’s early handset products.  However, AxiCom's analysis also demonstrated how the Puma association was helping to re-define the Sagem brand away from historic consumer prejudices by broadening its discussion towards more varied consumer markets.

The Strategy

AxiCom's Social Media Landscape methodology helped refine Sagem’s strategic thinking on the new product.  Crowdsourcing methods pointed to a variety of brand identities that Sagem-Puma could adopt (lifestyle, soccer, World Cup, eco-friendly) based on how the core values of the handset resonated with existing online communities.  Competitor analysis demonstrated how incumbent brands were performing in these verticals and pointed to the challenges that Sagem could be expected to face in each. 

The Result

The Landscape Audit enabled AxiCom to demonstrate different brand destinies for the new handset based on direct social media feedback, whilst helping the company to guard against brand confusion that multiple associations risk.  This intelligence helped the team to target subsequent releases more precisely and to assist Sagem in building a brand with a clear social media identity.  It also provided a valuable insight on the industry’s most authoritative bloggers; a vital asset for subsequent social media engagement activity.