Great things can happen when you admit you’re a dummie
Our brief was to make For Dummies relevant to 18-35 yr olds. However, we found our target audience didn’t see For Dummies as a ‘brand that represented them’. The insight came when we looked at how these people described a dummy: dumb, stupid, and clueless.
Our strategy was very clear. We had to redefine what it meant to be a ‘dummie’. To do this we wanted to reclaim the word, changing the meaning from someone of low intellect to someone who is open to learning.
Initially this was done by creating an exciting digital campaign.