From awareness to adoption: Bridging the "Usage Gap" for What3Words

The Challenge

Following a series of PR successes in 2019, What3Words needed to understand why growing brand awareness wasn't translating into usage numbers.

The Solution

They partnered with Human Made Machine, to find out what audiences care about and how to tailor their creative strategy

Our studies identified a lack of perceived relevance with their current value proposition (getting help in an emergency) as the main barrier to adoption, while surfacing insights into what would deliver meaningful relevance to increase usage, with daily use cases such as finding a sports pitch with no address.

With these insights, we recommended a strategic change in their messaging to focus on daily use cases for the general public.