Pillsbury Makers Personas & User Journeys
Role:
Researcher, User experience designer
Team: UX, Social Marketing
Agency: McCann Ericson
Client: General Mills
Year: Feb 2014
Team: UX, Social Marketing
Agency: McCann Ericson
Client: General Mills
Year: Feb 2014
TASK:
Provide General Mills a social communication strategy and opportunities aligned to their marketing strategy. Messaging goals included:- Make PB dough a staple
- Change perception from “just breads/biscuits” to “dough is a blank canvas”
- Become part of her repertoire as a savvy smart-cut
METHOD:
- Identify who are the “makers” and their defining characteristics.
- Identify the key occasions on when makers should be targeted.
- Provide user journeys focused on social media and communication messaging.
Personas
Makers, top 10 defining characteristics
Worked alongside McCann’s social media team identifying Pillsbury’s personas and mindsets.
Each mindset has multiple messaging opportunities for different occasions.
Apertures
Key occasions to target the makers.
Identified everyday and special days when to target different makers.
- Routines: The everyday things that keep the family on track
- Rituals: The emotional bonding moments that strengthen families
- Traditions: Classic traditions with a twist
Research was backed up by documentation from General Mills marketing team and social media scrapping.
Makers User Journeys
Weekday Dinner: Cooking Nights, Crazy Nights | Holidays: Hostess, Bringer | SYDR: Game Day, Halloween
by Elaine Keller