ME-FA is a Danish brand for mail boxes. They came to Peytz & Co needing a big upgrade to their online presence.
Mailboxes are a low-involvement product. So the challenge was how to frame an interesting, modern story around the brand.
I created a concept where focus is not on the mail box but on the new category of package boxes – and suddenly the story became about avoiding the pain of having to go to the post office to pick up all the packages with products, you order online.
JTBD driven Content Concept
I developed a concept and the first articles about the package boxes and their utility as seen from the consumer angle.
The basic idea was to talk not about the product – but about the consumer challenge: How can you actually easily avoid the pain of having to spend hours on end waiting to pick up all the goods you ordered online?
The package box is the obvious answer to that question. Hence I reframed the conversation from being about a product, few people would care about, to be about a solution to a pain, many experience.