Random House Vintage Publishing have recently launched their Classics range for kids. Dubit were commissioned to understand exactly what would appeal to young children and encourage them to engage with the brand. We tested a range of concept covers with kids to learn how they would interpret the new creative.
It was also critical to understand adult purchasers who made up a high % of the brand’s revenue stream. To do this, we ran a number of adult purchaser focus groups in conjunction with our child friendship triads.